PENGARUH VIRAL MARKETING, ONLINE CONSUMER REVIEWS DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN FASHION DI SHOPEE

Toni Cahya Nugraha, Hendra Setiawan

Abstract


The purpose of this study is to find out the influence of Viral Marketing, Online Consumer Reviews and Price on fashion purchase decisions on Shopee. This research was conducted on fashion buyers on Shopee with a sampling of 384 respondents. The research method used is a quantitative approach using multiple linear regression analysis using SPSS Version 22. The result of this study is that Viral Marketing has no effect on Shopee Customers' Fashion Purchase Decisions in Madiun City. Online Consumer Reviews have a positive and significant effect on Shopee Customers' Fashion Purchase Decisions in Madiun City. Price has a positive and significant effect on Shopee Customers' Fashion Purchase Decisions in Madiun City. Viral Marketing Online Consumer Reviews And Prices have a positive and significant effect simultaneously on Shopee Customers' Fashion Purchase Decisions in Madiun City.

Keywords:Viral Marketing, Online Consumer Riviews, Pricing, Purchase Decisions


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References


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