Syamsya, Syabania Qowi Nur (2023) Pengaruh Viral Marketing dan Online Customer Review di Instagram Terhadap Keputusan Pembelian Es Krim Mixue di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
A new ice cream brand from China called Mixue appeared in Indonesia recently and made people line up just to try the product, even though Mixue is not the first choice of an ice cream brand in Indonesia. The researcher wanted to find out the impact of viral marketing and online customer reviews via Instagram on Mixue's ice cream purchase decision in Surabaya. The study used quantitative methods with the research subjects being Mixue ice cream consumers in Surabaya as well as Instagram users. This study involved the participation of 98 people using the non-probability sampling method and purposive sampling as a technique. To collect data, the researcher distributed online questionnaires with a Likert Scale. Data will be analyzed using the Partial Least Squares (PLS) method. The results show that viral marketing has a significant impact on the purchase decisions of Mixue ice cream in Surabaya, and online customer review has a significant impact on the purchase decisions of Mixue ice cream in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Syabania Qowi Nur Syamsya | ||||||||
| Date Deposited: | 13 Nov 2023 08:49 | ||||||||
| Last Modified: | 13 Nov 2023 08:49 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18684 |
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