Sinta Rahayu Rahayu, Sinta Mak’ibah, Vicky F. Sanjaya, Prima Rini Metri
{"title":"Pengaruh Viral Marketing Melalui Aplikasi Instagram Terhadap Keputusan Pembelian","authors":"Sinta Rahayu Rahayu, Sinta Mak’ibah, Vicky F. Sanjaya, Prima Rini Metri","doi":"10.57084/jmb.v3i01.740","DOIUrl":null,"url":null,"abstract":"AbstractThis study aims to examine the effect of viral marketing through the Instagram application on purchasing decisions. A case study from this research is a student of Islamic business management at UIN Raden Intan Lampung Class of 2019. This research is a quantitative research. The method used in this research is a questionnaire. The sample of this study amounted to 36 respondents. Statistical tests were carried out using PLS-based Structurel Equation Modeling. The validity test uses the factor loading value, while the reliability test uses Cronbach's alpha, Composite Reliability and Avarage Variance Extracted (AVE) values. From the proposed hypothesis, it has a positive but not significant effect. The conclusion of this study is that viral marketing has a positive but not significant effect on purchasing decisions. Keywords: viral marketing, purchasing decisions","PeriodicalId":222244,"journal":{"name":"Jurnal Manajemen dan Bisnis (JMB)","volume":"40 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal Manajemen dan Bisnis (JMB)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.57084/jmb.v3i01.740","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
摘要本研究旨在探讨透过Instagram应用程式进行病毒式行销对购买决策的影响。本研究的一个案例研究对象是unin Raden Intan Lampung大学2019届伊斯兰商业管理专业的一名学生。本研究为定量研究。本研究使用的方法是问卷调查。本研究的样本共36人。采用基于pls的结构方程模型进行统计检验。效度检验采用因子载荷值，信度检验采用Cronbach’s alpha、复合信度和平均方差提取(AVE)值。从所提出的假设来看，它具有正但不显著的作用。本研究的结论是病毒式营销对购买决策有正向但不显著的影响。关键词:病毒式营销，购买决策
Pengaruh Viral Marketing Melalui Aplikasi Instagram Terhadap Keputusan Pembelian
AbstractThis study aims to examine the effect of viral marketing through the Instagram application on purchasing decisions. A case study from this research is a student of Islamic business management at UIN Raden Intan Lampung Class of 2019. This research is a quantitative research. The method used in this research is a questionnaire. The sample of this study amounted to 36 respondents. Statistical tests were carried out using PLS-based Structurel Equation Modeling. The validity test uses the factor loading value, while the reliability test uses Cronbach's alpha, Composite Reliability and Avarage Variance Extracted (AVE) values. From the proposed hypothesis, it has a positive but not significant effect. The conclusion of this study is that viral marketing has a positive but not significant effect on purchasing decisions. Keywords: viral marketing, purchasing decisions
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
