Pengaruh Online Consumer Reviews Dan Viral Marketing Terhadap Keputusan Membeli Pada Konsumen Marketplace Shopee Di Kota Malang (Studi kasus pada mahasiswa di kota Malang)

Abstract

Abstract

 

This research aims to investigate the influence of Online Consumer Reviews and Viral marketing on Consumer purchasing decisions on the Shopee Marketplace platform, with a focus on the student population in the city of Malang. Through a case study approach, this research analyzes the simultaneous and partial impacts of these factors on student purchasing decisions. The data collection method is carried out through questionnaires filled out by students as respondents.

The research findings indicate that Online Consumer Reviews and Viral marketing have a direct and simultaneous impact on student purchasing decisions in Malang on the Shopee Marketplace. These findings suggest that both independent variables play a crucial role in influencing student purchasing decisions. Additionally, the analysis results also reveal that Online Consumer Reviews have a significant partial influence on student purchasing decisions, indicating that this factor holds a strong individual impact in influencing purchasing decisions. Similarly, Viral marketing has also demonstrated a significant partial influence on student purchasing decisions.

 

Keywords: Online Consumer Reviews, Viral marketing, Purchasing Decisions, Shopee Marketplace Consumers