Pengaruh Digital Marketing dan Viral Marketing terhadap Keputusan Pembelian Facial Wash Kahf di Tokopedia (Studi Kasus pada Mahasiswa Prodi Teknik Mesin Politeknik Negeri Medan)

Supri Panjaitan; Amrin Mulia Utama Nasution; Hesti Sabrina

doi:10.31004/riggs.v5i1.6505

Authors

Supri Panjaitan Universitas Medan Area
Amrin Mulia Utama Nasution Universitas Medan Area
Hesti Sabrina Universitas Medan Area

DOI:

https://doi.org/10.31004/riggs.v5i1.6505

Keywords:

Digital Marketing, Viral Marketing, Purchase Decision

Abstract

This research aims to determine the Influence of Digital Marketing and Viral Marketing on the Purchase Decision of Kahf Facial Wash on Tokopedia (Case Study on Students of the Mechanical Engineering Program at the Medan State Polytechnic). The type of research used in this study is a quantitative approach. The sampling technique used is purposive sampling. The sample in this study consists of mechanical engineering students at the Medan State Polytechnic and students who have purchased Kahf facial wash at least once on the Tokopedia platform, totaling 86 respondents. The data obtained using primary data in the form of questionnaires were analyzed using the multiple linear regression analysis method with the SPSS 26 program. Based on the hypothesis testing that 1) Digital Marketing (X1) has a positive and significant effect on purchasing decisions with a calculated t-value of 4.046, it is known that the calculated t-value is greater than the t-table value (1.988). And the p-value in the sig column is 0.010 < 0.05, which means it has a significant effect. 2) Viral marketing (X2) has a positive and significant effect on purchasing decisions. This can be seen from the significance value of 0.023 < 0.05 and the calculated t-value of 7.054 > t-table value (1.988). 3) Digital Marketing (X1) and Viral Marketing (X2) simultaneously have a positive and significant effect on purchasing decisions. This can be seen from the calculated F-value being greater than the F-table value and the significance level (0.000) being less than 0.05.

Downloads

Download data is not yet available.

References

Ahdiat, A. (n.d.). Pengunjung Situs Shopee Bertambah Sepanjang Kuartal IV 2024. Januari 2025. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/678487a3166f7/pengunjung-situs-Shopee-bertambah-sepanjang-kuartal-iv-2024

Aprila, B. N., Ginting, Y. M., & Ayuda, F. (2024). Pengaruh Celebrity Endorse Terhadap Keputusan Pembelian Produk: Literature Review. Jurnal Daya Saing, 10(2), 199–205.

Brestilliani, L., & Suhermin, S. (2020). Pengaruh brand awareness, brand ambassador, dan harga terhadap keputusan pembelian online pada marketplace Shopee (studi pada Mahasiswa stiesia). Jurnal Ilmu Dan Riset Manajemen (JIRM), 9(2).

Ghozali, I. (2018). Aplikasi analisis multivariete dengan program IBM SPSS 23.

Hermawan, A., & Hariyanto. (2022). Metodologi Penelitian Pemasaran. Jakarta: Mitra Wacana Media.

Hidayat, R. S., Sriyanto, A., Setyarko, Y., Niazi, H. A., & Elizabeth, E. (2024). Manajemen Pemasaran.

Jaas, A. (2022). E-marketing and its strategies: Digital opportunities and challenges. Open Journal of Business and Management, 10(2), 822–845

Kompasiana.com. (2023). Penggguna facial wash kahf di Indonesia 2023. 6 Mei 2024.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education.

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social Media Marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3

Rachmadi, T., & Kom, S. (2020). The Power Of Digital Marketing (Vol. 1). Tiga Ebook.

Rahman, F., Ainun, M. B., Liyanto, L., & Minullah, M. (2022). Pengaruh Kualitas Produk, Harga Terhadap Keputusan Pembelian Melalui Market Place Di Shopee. Jurnal Manajemen Dan Bisnis Indonesia, 8(2), 160–170.

Saleh, H. M. Y., & Miah Said, S. E. (2019). Konsep dan Strategi Pemasaran: Marketing Concepts and Strategies (Vol. 1). Sah Media.

Santoso, D. S. A., & Dwijayanti, R. (2022). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswa Jurusan Pendidikan Ekonomi Universitas Negeri Surabaya Pembeli Aksesoris Handphone Di Shopee). Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1545–1553.

Sekaran, U., & Bougie, R. (2019). Metode Penelitian untuk Bisnis Buku 1.

Situmorang, S. H. (2017). Analisis Data untuk Riset Manajemen dan Bisnis. Medan: USU Press.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta

Swa.co.id. (2023). 5 Produk Paling Dicari di Tokopedia dan ShopTokopedia. 23 November 2024.

Tarigan, P. S., Wahyono, D., Kusumawardhani, T., Sairdama, S. S., & Nugraha, A. R. (2023). Pengaruh digital marketing dan brand image terhadap minat beli produk kosmetik Make Over. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1431–1439.

Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing (3rd ed.). Sage Publications.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2024). Services Marketing: Integrating Customer Focus Across the Firm (8th ed.). McGraw-Hill Education

Zubaidah, I., & Latief, M. J. (2022). Analisis proses pengambilan keputusan konsumen e-commerce Shopee di lingkungan RT08/RW10 Sriamur Bekasi. Jurnal Emt Kita, 6(2), 324–333.