PENGARUH VIRAL MARKETING DAN BUZZ MARKETING TERHADAP MINAT BELI (Studi pada Media Sosial Instagram Rovy Store Malang)

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ABSTRAK

Peneliti melakukannya sebagai pengetahuan mengenai pengrauh Viral Marketing dan Buzz Marketing terhadap Minat Beli secara parsial dan simultan. Pengaplikasiannya menggunakan jenis kuantitatif, yang mana teknik mengumpulkan data yakni deangan memanfaatkan kuesioner dan dokumentasi. Kuantitas sampel dalam penelitian ini adalah 100 responden yang pengolahannya mengaplikasikan Software SPSS Statistik 25. Hasil studi ini diketahui Viral Marketing berpengaruh secara parsial terhadap Minat Beli, dan Buzz Marketing berpengaruh secara parsial terhadap Minat Beli. Hasil tersebut dapat dilihat dengan ketentuan pengaruh signifikansi yang sudah di uji dalam IBM SPSS Statistik 25 didapati setiap angka dalam variabel taraf signifikan t Viral Marketing menunjukan angka 0,012 < 0,05  juga thitung > ttabel yaitu 2.565 > 1.984 yang artinya Ha diterima dan Ho ditolak, taraf signifikan Buzz Marketing mendapati angka 0,001 < 0,05 dan juga thitung > ttabel yaitu 3.554 > 1.984 yang bermakna Ha diterima dan Ho ditolak, Setelahnya pengujian simultan menunjukan taraf signifikan 0,000 < 0,05 atau Fhitung > Ftabel yaitu 9.867 > 3.09 sehingga bisa dikatakan kedua variabel secara bersamaan (simultan) berpengaruh secara signifikan terhadap Minat Beli.

Kata Kunci:. Viral Marketing, Buzz Marketing, Minat Beli

ABSTRACT

Researchers do this to gain knowledge about the influence of Viral Marketing and Buzz Marketing on Purchase Interest partially and simultaneously. The application uses a quantitative type, where the technique for collecting data is by using questionnaires and documentation. The sample quantity in this study was 100 respondents whose processing applied SPSS Statistics 25 software. The results of this study showed that Viral Marketing had a partial effect on Buying Interest, and Buzz Marketing had a partial effect on Buying Interest. These results can be seen with the provisions of the significance effect which has been tested in IBM SPSS Statistics 25. It was found that each number in the significant level variable t Viral Marketing shows the number 0.012 < 0.05 also tcount > ttable, namely 2,565 > 1,984, which means Ha is accepted and Ho is rejected, Buzz Marketing's significant level found the number 0.001 < 0.05 and also tcount > ttable, namely 3,554 > 1,984, which means Ha was accepted and Ho was rejected. After that, simultaneous testing showed a significant level of 0.000 < 0.05 or Fcount > Ftable, namely 9,867 > 3.09 so it could be said both variables simultaneously (simultaneously) have a significant effect on Purchase Interest.

Keywords:. Viral Marketing, Buzz Marketing, Purchase Interest