Pengaruh Viral Marketing dan Impulsive Buying terhadap Purchase Decision Cokelat Dubai di Kalangan Generasi Z

Bilqiis Hasna Dzakiyyah, Adam Hermawan, Muhammad Rizki Nugraha

Abstract


The growth of social media as a marketing platform has changed consumer behavior, especially among Generation Z, who rely on viral content in making purchasing decisions. This study aims to analyze the effect of viral marketing and impulsive buying on purchase decisions of cokelat Dubai among Generation Z in Bandung. A quantitative associative approach was applied, using an online questionnaire distributed to 100 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with SPSS version 30, after ensuring instrument validity and reliability as well as meeting classical assumption tests. The results showed that viral marketing and impulsive buying have a positive and significant effect, both partially and simultaneously, on purchase decisions. The adjusted R² value of 62.4% indicates that the two independent variables jointly explain purchase decision behavior among Generation Z. These findings highlight the importance of viral content strategies and the stimulation of impulsive buying behavior in increasing purchase decisions for viral products.

Keywords


Cokelat Dubai; Generation Z; Impulsive Buying; Purchase Decision; Viral Marketing

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References


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DOI: https://doi.org/10.17509/ijdb.v5i2.88713

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