SKRIPSI: Pengaruh Viral Marketing, Affiliate Marketing dan Online Customer Review terhadap Keputusan Pembelian Facetology melalui Aplikasi TiktokxTokopedia

MARIYANTI, Yolanda (2024) SKRIPSI: Pengaruh Viral Marketing, Affiliate Marketing dan Online Customer Review terhadap Keputusan Pembelian Facetology melalui Aplikasi TiktokxTokopedia. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The aim of this research is to analyze the influence of viral marketing, affiliate marketing, online customer reviews on purchasing decisions for Facetology via the TiktokxTokopedia application. The research sample was people who had purchased Facetology on the TiktokxTokopedia application. The sampling technique in this research used a non-probability sampling technique. The sampling method uses purposive sampling. In this study, the samples were people who had purchased Facetology on the TiktokxTokopedia application at least once. Data analysis uses multiple linear regression analysis using the IBM SPSS Statistics 22 program. The results of the analysis show that the viral marketing variable (X1) has a positive and significant influence on purchasing decisions, the affiliate marketing variable (X2) has a positive and significant influence on purchasing decisions, variable , online customer reviews (X3) have a positive and significant influence on purchasing decisions.

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