The Effect of Promotion Through Social Media on Purchase Decision with Viral Marketing as an Intervening Variable

Abstract

. This study aims to assess the importance of social media promotion in viral marketing buying choices as an interfering variable in XXX Donut and Coffee Kediri consumers. The research method used is the quantitative explanatory method. The number of pupils is unknown. While the sample was determined to be 100 respondents—the sampling technique used nonprobability techniques, namely accidental sampling. Data were collected using a questionnaire, which was then processed using path analysis by first testing the validity and reliability of the questionnaire created. The results demonstrated a significant direct influence between the promotion of purchasing decisions through social media and viral marketing in XXX Donut and Coffee in Kediri. Viral marketing can mediate the effect of promotion on purchasing decisions through social media. It has been shown that there is an indirect influence on buying decisions between promotion through social media. XXX Donut and Kediri Coffee.