PENGARUH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN PELANGGAN PADA PLATFORM SHOPEE

Abstract

This study aims to test and analyze the Effect of Viral Marketing on Purchasing Decisions Through Customer Trust on Shopee Platform (Case Study of Shopee Users in Karawang).

This research was conducted using descriptive and verification methods, namely collecting, presenting, analyzing, and testing hypotheses, as well as making conclusions and suggestions. Samples were collected using the incidental sampling method with a sample of 205 respondents, and processed using SPSS 20. Based on the analysis that has been done this research proves that Viral Marketing has a significant effect on Customer Trust. Customer Trust has a significant effect on Purchasing Decisions. Viral Marketing has a significant effect on Purchasing Decisions.