WHICH ONE IS IMPORTANT? PRICE OR VIRAL MARKETING(CASE STUDY OF MIXUE CUSTOMERS)

Abstract

In the business world, technological developments have caused changes to trading systems, marketing, and ways of transacting and conveying information. The existence of sophisticated technology with internet networks facilitates direct interaction between consumers and business behavior. This study aims to compare which is more important, price or viral marketing on Mixue purchasing decisions. The method used is convenience sampling with multiple linear regression analysis and a sample of 150 people aged <17 to >35 years, the data collection technique uses a questionnaire of the closest people who enjoy Mixue ice cream and tea. To reduce the level of error, we use SPSS to determine the accuracy of the data obtained so that the research results show that price and viral marketing have a significant effect on Mixue buying decisions in the city of Medan.