Agesti, Neri (2021) Pengaruh Viral Marketing, Online Customer revier, Persepsi harga, kepercayaan terhadap Keputusan Pembelian dengan Gaya Hidup sebagai Variabel Intervening di Marketplace Shopee di Kota Surabaya. Masters thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to prove and analyze the effect of Viral Marketing, Online Customer Review, Price Perception and Trust on Purchasing Decisions with Lifestyle as an Intervening Variable in the Shopee Marketplace in Surabaya City. Collecting research data using the documentation method. The data analysis technique of this research uses descriptive statistical analysis and hypothesis testing of the Inner model and Outer model. Sources of data obtained from questionnaires with a picket measurement scale distributed to Shopee marketplace users in the city of Surabaya. This type of research is an associative research. This study shows that Viral Marketing, Price Perception, Trust has a positive and significant effect on lifestyle. Online Customer Reviews do not have a positive effect on lifestyle. Meanwhile, Viral Marketing, Online Customer Reviews, Price Perception, Trust have a positive and significant effect on purchasing decisions.
Item Type: | Thesis (Masters) |
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Uncontrolled Keywords: | Viral Marketing; Online Customer Reviews; Price Perception; Trust; Purchase Decisions; Lifestyle |
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions |
Divisions: | Fakultas Ekonomi dan Bisnis > Magister Manajemen |
Depositing User: | 1261900002 Neri Agesti |
Date Deposited: | 20 Dec 2021 02:43 |
Last Modified: | 23 Feb 2022 03:48 |
URI: | http://repository.untag-sby.ac.id/id/eprint/12834 |
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