PENGARUH VIRAL MARKETING DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISIONS PADA PLATFORM SHOPEE (Studi Kasus pada Mahasiswa FEB Prodi Manajemen Universitas Sumatera Utara)

Abstract

The phenomenon of marketplace development has led to intense competition in online product marketing, prompting companies to change marketing tactics so that consumers make purchasing decisions. This research aims to determine the influence of Viral Marketing and Influencer Marketing on Purchase Decisions on the Shopee platform (A Case Study on Students of the Faculty of Economics and Business, Management Program, University of North Sumatra). The research method used in this research is associative with an quantitative approach. The data collection technique in this research was conducted by distributing questionnaires to 88 respondents. Data analysis techniques used descriptive statistical analysis and multiple linear regression. The results of the study indicate that (1) Viral Marketing has a positive and significant influence on Purchase Decisions (2) Influencer Marketing has a positive and significant influence on Purchase Decisions (3) Viral Marketing and Influencer Marketing simultaneously have a positive and significant influence on Purchase Decisions.