Rizkirianitha, Titha Dwi (2024) PENGARUH VIRAL MARKETING DAN KEPERCAYAAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PUPUK KOMPOS DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Konsumen Pupuk Kompos Qirama di Kabupaten Magetan). S1 thesis, UNIVERSITAS PGRI MADIUN.
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Abstract
Viral marketing is one of the leading strategies in the current era of technological progress. Viral Marketing strategies are able to introduce products or services to everyone without being limited by distance. Social media can be used as a means of implementing Viral Marketing strategies. Marketing a product or service requires a strategy to be able to compete. The aim of this research was to determine the influence of viral marketing and customer trust towards purchasing decisions for compost fertilizer with purchase intention as an intervening variable among Qirama compost fertilizer consumers in Magetan Regency. This research was conducted on consumers who had made at least one purchase of Qirama compost fertilizer with a sample of 179 respondents. The research method used was a quantitative approach using Structural Equation Model (SEM) analysis using Smart-PLS version 4.0 software. The results of this research show that viral marketing has a positive and significant effect towards purchasing decisions, customer trust has a positive and significant effect towards purchasing decisions, and purchase interest has a positive and significant effect towards purchasing decisions.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Viral Marketing, Customer Trust, Purchase Decision, Purchase Interest |
| Subjects: | A Social Sciences > HB Economic Theory A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | RIZKIRIANI DWI TITHA |
| Date Deposited: | 10 Oct 2024 03:50 |
| Last Modified: | 10 Oct 2024 03:50 |
| URI: | http://eprint.unipma.ac.id/id/eprint/2488 |
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