Pengaruh Viral Marketing, Brand Ambassador Dan Online Customer Review Terhadap Keputusan Pembelian Di Marketplace Tokopedia Dengan Gaya Hidup Sebagai Variabel Intervening

Widyadhari, Wita Ayu and , Drs. Wiyadi, M.M., Ph.D (2023) Pengaruh Viral Marketing, Brand Ambassador Dan Online Customer Review Terhadap Keputusan Pembelian Di Marketplace Tokopedia Dengan Gaya Hidup Sebagai Variabel Intervening. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the influence of viral marketing, brand ambassadors, and online customer reviews on purchasing decisions in the Tokopedia marketplace with lifestyle as an intervening variable. This research uses quantitative methods with the sampling technique in this study is non-probability sampling with purposive sampling method. The sample collection technique is through a questionnaire in the form of a google form which has a total sample of 300 respondents. The population in this study are consumers who use the Tokopedia marketplace in the city of Surakarta. The results of this study indicate that viral marketing, brand ambassadors, and online customer reviews have a positive and significant effect on purchasing decisions, lifestyle has a positive and significant effect on purchasing decisions, lifestyle can be an intervening variable from viral marketing, brand ambassadors, and online customer reviews. on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	viral maketing, brand ambassador, online customer review, lifestyle, purchasing decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	WITA AYU WIDYADHARI
Date Deposited:	09 Aug 2023 07:42
Last Modified:	09 Aug 2023 07:42
URI:	http://eprints.ums.ac.id/id/eprint/114836

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