PENGARUH VIRAL MARKETING, SOCIAL MEDIA, DAN TRUST TERHADAP MINAT BELI PADA MARKETPLACE SHOPEE (Studi Pada Pengguna Shopee di Surabaya Barat)

Abstract

This research aimed to analyze the effect of Viral Marketing, social media, and trust on purchasing intention.The research was quantitative. Moreover, the population was customers of the Shopee marketplace at West Surabaya which had an unknown number as they were quite big and unlimited. Therefore, the data collection technique used non-probability sampling with the Lemeshow method. Furthermore, the instrument in the data collection technique was a questionnaire that was answered by respondents directly without any other intermediary by the criteria. In line with that, there were 98 respondents as the sample. The questionnaires were collected through Google Forms. Additionally, the data analysis technique used multiple linear regression with the SPSS (Statistical Product and Service Solution) 22 version. The result showed that viral marketing had a positive and significant effect on purchasing intention. Likewise, social media had a positive and significant effect on purchasing intention. Similarly, trust had a positive and significant effect on purchasing intention. Based on the results of testing and analysis that have been carried out to prove the truth of the hypothesis in this research, it can be concluded that Viral Marketing has a significant effect on Purchase Interest so that the hypothesis can be accepted. Social Media has a significant effect on Purchase Interest so that the hypothesis can be accepted. Trust has a significant effect on Purchase Intention so that the hypothesis can be accepted.