PENGARUH VIRAL MARKETING DAN SOCIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA MELALUI ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL INTERVENING (Studi Pada Mahasiswa STIESIA Surabaya)

Abstract

This research aimed to determine the effect of Viral Marketing and Social Media on buying decisions and E-WOM. Besides, the research aimed to determine the impact of Viral Marketing and Social Media using E-WOM on buying decisions at Tokopedia (A Case Study on Students of STIESIA Surabaya). The research was quantitative. The population was S1 Management students, the academic year of 2018 who took morning classes and had done re registration. It consisted of 137 students. Moreover, there were 100 samples. which were taken by the Slovin formula. Furthermore, the data collection technique used non-probability sampling, in which the sample was taken systematically through questionnaires. The questionnaires provided some questions which needed to be answered based on the criteria given. Additionally, the data analysis technique used PLS (Partial Least Square) with SmartPLS3.0. The research result concluded that Viral Marketing, Social Media, and E WOM had a positive and significant effect on buying decisions. Likewise, Social Media had a positive and significant effect on buying decisions. In contrast, Viral Marketing had an insignificant effect on buying decisions through E-WOM. However, Social Media had a positive and significant effect on buying decisions through E-WOM.