黑莓即时通讯应用病毒式营销对Sidoarjo大学生购买决策中顾客满意度的影响

JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Pub Date : 2018-12-17 DOI:10.21070/jbmp.v4i2.1988

Mochamad Rizal Yulianto, S. Suhartono, Ronny Ronny

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引用次数: 1

摘要

本研究的目的是通过对Sidoarjo大学生的购买决策来检验病毒式营销对黑莓Messenger应用程序对客户满意度的影响。该研究假设病毒式营销通过购买决策影响顾客满意度。本研究数据是通过向Sidoarjo几所大学的180名受访者分发问卷收集的。然后利用SmartPLS统计应用程序对所得数据进行了效度检验、信度检验和结构方程模型分析。本研究的结果表明，病毒式营销的黑莓Messenger应用程序有显著的积极影响客户满意度通过购买决策在Sidoarjo的大学生

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The Effect of Viral Marketing on Blackberry Messenger Applications on Customer Satisfaction Through Purchasing Decisions on University Students in Sidoarjo

The purpose of this study is to examine the effect of viral marketing on Blackberry Messenger applications on customer satisfaction through purchasing decisions on university students in Sidoarjo. This research hypothesis states that viral marketing affect customer satisfaction through purchasing decisions. This research data was collected by questionnaires distributed to 180 respondents in several universities in Sidoarjo. From the data obtained then tested the validity test, reliability test and structure equation model analysis using the SmartPLS statistical application. The results of this study indicate that viral marketing on the Blackberry Messenger application have a significant positive effect on customer satisfaction through purchasing decisions on university students in Sidoarjo

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JBMP (Jurnal Bisnis, Manajemen dan Perbankan)

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