Research Article
The Effect of Promotion Through Social Media on Purchase Decision with Viral Marketing as an Intervening Variable
@INPROCEEDINGS{10.4108/eai.18-11-2020.2311670, author={Subagyo Subagyo and Gesty Ernestivita and Meme Rukmini and Arthur Daniel Limantara}, title={The Effect of Promotion Through Social Media on Purchase Decision with Viral Marketing as an Intervening Variable}, proceedings={Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia}, publisher={EAI}, proceedings_a={BIS-HSS}, year={2021}, month={9}, keywords={promotion social media viral marketing purchasing decisions}, doi={10.4108/eai.18-11-2020.2311670} }- Subagyo Subagyo
Gesty Ernestivita
Meme Rukmini
Arthur Daniel Limantara
Year: 2021
The Effect of Promotion Through Social Media on Purchase Decision with Viral Marketing as an Intervening Variable
BIS-HSS
EAI
DOI: 10.4108/eai.18-11-2020.2311670
Abstract
This study aims to assess the importance of social media promotion in viral marketing buying choices as an interfering variable in XXX Donut and Coffee Kediri consumers. The research method used is the quantitative explanatory method. The number of pupils is unknown. While the sample was determined to be 100 respondents—the sampling technique used nonprobability techniques, namely accidental sampling. Data were collected using a questionnaire, which was then processed using path analysis by first testing the validity and reliability of the questionnaire created. The results demonstrated a significant direct influence between the promotion of purchasing decisions through social media and viral marketing in XXX Donut and Coffee in Kediri. Viral marketing can mediate the effect of promotion on purchasing decisions through social media. It has been shown that there is an indirect influence on buying decisions between promotion through social media. XXX Donut and Kediri Coffee.