THE EFFECT OF VIRAL MARKETING AND CUSTOMER TRUST ON ONLINE SHOP PURCHASE DECISIONS BASED ON APPLICATION IN FACULTY OF ECONOMIC AND BUSINESS UNIVERSITAS SUMATERA UTARA

Beby Karina Fawzeea Sembiring, Silvia Ananda

Abstract


The development of a very rapid business today does not escape the rapid technological development as well, this causes marketers to be smart in utilizing technology and continue to innovate on products and marketing strategies. Change the marketing techniques that were traditional to digital. One of the techniques used is the Viral Marketing technique, marketers try to increase trust in the digital age so that consumers make purchases. This study aims to determine whether Viral Marketing and customer trust have an effect simultaneously or directly on the decision to purchase an application-based online shop at the Faculty of Economics and Business, University of Sumatera Utara. This type of research is associative research with non probability sampling sampling techniques. The data collection technique used is by distributing questionnaires to students of the Faculty of Economics and Business, University of Sumatra Utara, who conducted 135 application-based online applications. Analysis of the data used is multiple linear regression analysis. The results showed that the respondents' responses to Viral Marketing and the customer trust that the application-based online store was trying to generate were very good, as many as 51.9% of the purchase decisions were driven by these two factors.

Keywords: Viral Marketing, customer trust, purchase decision

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References


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