Pengaruh Kepercayaan Kosumen, Kualitas Produk & Viral Marketing Terhadap Keputusan Pembelian Marketplace Tokopedia. (The Influence of Consumer Trust, Product Quality & Viral Marketing on Purchase Decisions in the Tokopedia Marketplace).

Kusuma, Michael Abdi Try (2024) Pengaruh Kepercayaan Kosumen, Kualitas Produk & Viral Marketing Terhadap Keputusan Pembelian Marketplace Tokopedia. (The Influence of Consumer Trust, Product Quality & Viral Marketing on Purchase Decisions in the Tokopedia Marketplace). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor tertentu terhadap keputusan pembelian produk di Tokopedia, yakni: 1) kepercayaan konsumen, 2) kualitas produk, dan 3) viral marketing. Jenis data yang digunakan adalah data kuantitatif. Teknik pengambilan sampel yang dipakai adalah purposive sampling, dengan 96 responden yang merupakan mahasiswa Universitas 17 Agustus 1945 Surabaya yang perah berbelanja di Tokopedia. Analisis data dilakukan menggunakan analisis regresi berganda dan uji t. Hasil penelitian menunjukkan bahwa kepercayaan konsumen, kualitas produk, dan viral marketing secara signifikan memengaruhi keputusan pembelian produk di Tokopedia. Kata kunci: kepercayaan konsumen, kualitas produk, viral marketing, keputusan pembelian

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