the influence of viral marketing, online customer review, and social media on purchase decision for customer Blibli in Medan

Claudio, Yoko (2023) the influence of viral marketing, online customer review, and social media on purchase decision for customer Blibli in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Blibli is one of the biggest e-commerce platforms in Indonesia. The competition of e-commerce in Indonesia is so tight. That is why Blibli needs to keep give a new innovation and adapt with the trend. The point is tried to fulfill the need of the customer and make the customer feel comfortable when using the platform. The purpose of this study is to know the influence of viral marketing, online customer review and social media in customer purchase decision on Blibli Medan. Viral Marketing is the type of marketing that uses its uniqueness to attract big scale of people. Online customer review is a review after people buy the product. Social media is a place for people to talk and share many things. Purchase decision is the position of people decide to buy or not. In this research will use quantitative method, quantitative method is the method to collect information from existing customer and potential customer using sampling method and sending out questionnaire. The data will come from primary data and secondary data. In this research we use questionnaire that will be distributed to the Blibli customer in Medan. The data from this research is got from 97 respondent with gender of male and female that have at least do one time transaction in Blibli. The sample will be taken using snowball sampling. The result also will be analyzed with multiple linear regression. The result show that F-test, viral marketing, online consumer review and social media influence customer purchase decision Blibli in Medan. From t-test show that viral marketing didn’t significantly influence purchase decision. Online consumer review significantly influences purchase decision. While social media has significantly influenced purchase decision. / Blibli adalah salah satu perusahaan e-commerce terbesar di Indonesia. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh viral marketing, review pelanggan online dan media sosial terhadap keputusan pembelian pelanggan di Blibli Medan. Viral Marketing adalah jenis pemasaran menggunakan keunikannya untuk menarik banyak orang. Ulasan pelanggan online adalah ulasan setelah orang membeli produk. Media sosial adalah tempat bagi orang untuk berbicara dan berbagi banyak hal. Keputusan pembelian adalah posisi orang memutuskan untuk membeli atau tidak. Dalam penelitian ini menggunakan metode kuantitatif, metode kuantitatif adalah metode mengumpulkan informasi pelanggan sekarang dan pelanggan potensial dengan menggunakan metode pengambilan sampel dan mengirimkan kuesioner. Data tersebut akan berasal dari data primer dan data sekunder. Dalam penelitian ini kami menggunakan kuesioner yang akan dibagikan kepada pelanggan Blibli di Medan. Data daripenelitian ini diperoleh dari 97 responden dengan jenis kelamin laki-laki dan perempuan yang minimal pernah melakukan satu kali transaksi di Blibli. Sampel akan diambil dengan menggunakan snowball sampling. Hasilnya juga akan dianalisis dengan regresi linier berganda. Hasil uji F menunjukkan bahwa viral marketing, review konsumen online dan media sosial berpengaruh terhadap keputusan pembelian konsumen Blibli di Medan. Dari uji-t menunjukkan bahwa viral marketing tidak berpengaruh signifikan terhadap keputusan pembelian. Tinjauan konsumen online juga berpengaruh signifikan terhadap keputusan pembelian. Sedangkan media sosial berpengaruh signifikan terhadap keputusan pembelian.

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