Pengaruh Viral Marketing, Cita Rasa, dan Harga Terhadap Keputusan Pembelian Toko Bakmie Saudagar Cabang Dharmawangsa Surabaya. (The Influence of Viral Marketing, Taste, and Price on the Purchase Decisions at Bakmie Saudagar Store Dharmawangsa Branch Surabaya).

Achmad, Cindy Cornelia (2025) Pengaruh Viral Marketing, Cita Rasa, dan Harga Terhadap Keputusan Pembelian Toko Bakmie Saudagar Cabang Dharmawangsa Surabaya. (The Influence of Viral Marketing, Taste, and Price on the Purchase Decisions at Bakmie Saudagar Store Dharmawangsa Branch Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In this study, the authors used Toko Bakmie Saudagar Dharmawangsa Surabaya Branch, located at St. Dharmawangsa No. 70, Airlangga, Gubeng District, Surabaya, as the object of research. This location is known as a culinary area and is frequently visited by the public. The purpose of this study is to determine and analyze the influence of Viral Marketing, Taste, and Price on Purchase Decisions at Toko Bakmie Saudagar Dharmawangsa Surabaya Branch. The intense competition in the culinary business in Surabaya requires business owners to be able to survive and build a positive image of their business, due to the many competitors running the same business. With the intense competition in the culinary business, consumers are becoming increasingly selective in their choices. Therefore, it is essential to understand the contribution of Viral Marketing, Taste, and Price to consumer Purchase Decisions. This study uses a quantitative approach. The population consists of a sample of 100 respondents or customers of Toko Bakmie Saudagar Dharmawangsa Surabaya Branch, collected using a Google Form. The sampling technique used in this study is non-probability sampling and purposive sampling. The data analysis techniques used in this study are classical assumption tests, multiple linear regression tests, and hypothesis testing, assisted by SPSS version 26. The results show that Viral Marketing, Taste, and Price have a significant influence on Purchase Decisions, both partially and simultaneously, with a variable contribution of 52%, while the remaining 48% is influenced by other variables not examined by the authors.

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