Jurnal Manajemen Bisnis
Vol 15 No 1 (2018)

Viral Marketing, Karakteristik Konsumen, Karakteristik Produk, Kepercayaan Pelanggan dan Keputusan Pembelian Online

Philia Magdalena Effendie (Universitas Pendidikan Nasional)
IGN Putra Suryanata (Universitas Pendidikan Nasional)

Article Info

Publish Date
28 Jan 2018

Abstract

                                                                    ABSTRACT                                      The research objective to be achieved is the influence of viral marketing, consumer characteristics, product characteristics to customer trust and online purchasing decisions. The population of this research were students of Undiknas Denpasar who had been online purchased and the sample of this research was taken as many as 100 people. This sample is taken by Accidental Sampling technique. Data analysis using Structured Equation Model (SEM). The results of this research indicate that there is a positive and significant influence between viral marketing, consumer characteristics and product characteristics to customer trust and online purchasing decisions. Similarly, customer trust has a positive and significant impact on online purchasing decisions.

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Journal Info
Jurnal Manajemen Bisnis
Website

Abbrev

magister-manajemen

Publisher

Universitas Pendidikan Nasional

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Bisnis dengan pissn 1829-8486 adalah publikasi ilmiah yang diterbitkan oleh Program Studi Magister Manajemen Pascasarjana Universitas Pendidikan Nasional. Jurnal ini diterbitkan dengan maksud utama mendiseminasi artikel ilmiah baik berupa hasil penelitian maupun telaah literatur ...