CD Skripsi

Pengaruh Viral Marketing Dan Electronic Word Of Mouth Terhadap Brand Trust Dan Keputusan Pembelian Pada Produk Scarlett Di Kota Pekanbaru

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This research is conducted to determine the effect of Viral Marketing and Electronic Word of Mouth on Brand Trust and Purchase Decisions on Scarlett Products in Pekanbaru City. In this study there are four variables, namely Viral Marketing (X1), Electronic Word of Mouth (X2), Brand Trust (Y1) and Purchase Decision (Y2). The population in this study were all users of Scarlett products with a sample of 126 respondents who were selected using the purposive sampling method with the criteria that users of Scarlett products in Pekanbaru city and aged over 17 years. Collecting data in this study is by giving a questionnaire to the respondents. Meanwhile, in terms of data analysis, this study uses path analysis method with the help of SPSS version 26. The results of this study indicate that: 1) Viral Marketing has positive and significant effect on Brand Trust, 2) Electronic Word of Mouth has a positive and significant effect on Brand Trust, 3) Viral Marketing has positive and significant effect on Purchase Decisions, 4) Electronic Word of Mouth has positive and significant effect on Purchase Decisions, 5) Brand Trust has positive and significant effect on Purchase Decisions, 6) Viral Marketing has positive and significant effect on Purchase Decisions through Brand Trust, 7) Electronic Word of Mouth on positive and significant Purchase Decisions through Brand Trust.
Keywords: Viral Marketing, Electronic Word of Mouth, Brand Trust and
Purchase Decision
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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1702114596

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1702114596

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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