STRATEGI VIRAL MARKETING DALAM MENINGKATKAN ONLINE PURCHASE DECISION PADA PENGGUNA BUKALAPAK DI INDONESIA

Lili Adi Wibowo, Puspo Dewi Dirgantari, Muhammad Hisyam Ashshaumi

Abstract


Changes in consumer behavior in making purchases occur due to the increasingly rapid development of the internet followed by the e-commerce industry in Indonesia which is growing with many emerging e-commerce in Indonesia. Many customers prefer practicality in making purchases, especially millennials, which has resulted in many e-commerce offering attractive offers through promotions or advertisements. Many e-commerce promotions are done in a unique way so that it attracts a lot of consumers to visit the e-commerce and make purchases online. Viral marketing is an effective strategy that involves consumers in spreading the company's message to others. This study aims to analyze the effect of viral marketing on online purchase decisions for Bukalapak users in Indonesia. This study uses descriptive and verification methods with a quantitative approach. The research sample is 250 respondents who are Bukalapak users spread throughout Indonesia. The data was processed statistically by using the Structural Equation Modeling (SEM) method. The findings of this study indicate that the description of viral marketing and online purchase decisions is in a fairly good category. Viral marketing has a positive and significant effect on online purchase decisions. The information credibility dimension in viral marketing has the biggest contribution in shaping online purchase decisions.

 

Perubahan perilaku konsumen dalam melakukan pembelian terjadi diakibatkan perkembangan internet yang semakin pesat diikuti dengan industry e-commerce di Indonesia semakin berkembang dengan banyak bermunculan e-commerce di Indonesia. Banyak pelanggan yang lebih memilih kepraktisan dalam melakukan pembelian terutama millennial yang mengakibatkan banyak e-commerce yang memberikan penawaran yang menarik melalui promosi atau iklan. Banyak e-commerce yang melakukan promosi dengan cara yang unik sehingga banyak menarik minat konsumen untuk mengunjungi e-commerce tersebut dan melakukan pembelian secara online. Viral marketing menjadi salah satu strategi yang efektif yang melibatkan konsumen dalam menyebarkan pesan perusahaan kepada orang lain. Penelitian ini bertujuan untuk menganalisis pengaruh viral marketing terhadap online purchase decision pada pengguna Bukalapak di Indonesia. Penelitian ini menggunakan metode deskriptif dan verfikatif dengan pendekatan kuantitatif. Sampel penelitian berjumlah 250 responden yang merupakan pengguna Bukalapak yang tersebar di seluruh Indonesia. Data diperolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukkan bahwa gambaran viral marketing dan online purchase decision berada pada kategori cukup baik. Viral marketing berpengaruh positif dan signifikan terhadap online purchase decision. Dimensi information credibility dalam viral marketing memberi kontribusi yang paling besar dalam membentuk online purchase decision


Keywords


Viral Marketing, Online Purchase Decision

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DOI: https://doi.org/10.17509/jbme.v6i2.37666

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