Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Pengaruh Viral Marketing dan Elektronic Word Of Mouth Terhadap Keputusan Pembelian pada UMKM Seblak Teh Windy Melalui Followers Tiktok

Nenden Kusmawati (Unknown)
Citra Savitri (Universitas Buana Perjuangan Karawang)
Syifa Pramudita Faddila (Universitas Buana Perjuangan Karawang)

Article Info

Publish Date
02 Sep 2024

Abstract

The internet has been proven to be able to make it easier for someone to get information and facilitate communication between one person and another. The ease of information spreading on the internet is also accompanied by the existence of social media which is used as a promotional medium by business actors, one of which is Seblak Teh Windy. The aim of this research was to find out whether viral marketing and electronic word of mouth have an influence on purchasing decisions for Seblak Teh Windy. This research uses a quantitative approach, descriptive and verification approach. The population studied was based on Tiktok Followers @seblaktehwindy16 in November 2023, which numbered around 553,600 and the number of samples used was 400 respondents. The sampling technique used in the research was non-probability sampling using purposive sampling. The results of this research state that Viral Marketing and Electronic Word of Mouth are related to purchasing decisions. It can be concluded that Viral Marketing and Electronic word of mouth have a significant influence on the decision to purchase Seblak Teh Windy.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...