Putri, Perdana Argi Annan (2024) Pengaruh Viral Marketing, Online Customer Review dan Persepsi Harga Terhadap Keputusan Pembelian Produk Nivea Body Lotion di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of technology affects all areas of life, one of which is the pattern of community interaction including communication that can be done via social media. This study aims to determine the effect of Viral Marketing, Online Customer Review and Price Perception on Purchasing Decisions for Nivea Body Lotion Products in Surabaya. The method used in this study is non-probability sampling with convenience sampling techniques, the sample used in this study was 85 respondents. The method of data collection through a questionnaire in the form of a Google Form link that was distributed to the research sample. Data analysis uses the Structural Equation Modeling (SEM) method based on the Partial Least Square (PLS) analysis tool component. The results of this study indicate that Viral Marketing and Online Customer Review have an effect on Purchasing Decisions for Nivea Body Lotion in Surabaya, while Price Perception has no effect on Purchasing Decisions for Nivea Body Lotion in Surabaya. Keywords: Online Customer Review; Price Perception; Purchase Decision; Viral Marketing
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Perdana Argi Annan Putri Annan | ||||||||
| Date Deposited: | 17 Sep 2024 09:37 | ||||||||
| Last Modified: | 17 Sep 2024 09:37 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29282 |
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