Pengaruh Viral Marketing Dan Citra Merek Terhadap Kepercayaan Pelanggan (Studi Kasus Pengguna Shopee Mahasiswa Program Sarjana Institut Stiami Jakarta Pusat Tahun Angkatan 2015-2018)
DOI:
https://doi.org/10.31334/jambis.v1i1.1300Abstract
Generally, the purpose of this study is to determine the effect of viral marketing, the brand image on customer trust in bachelor’s students of Stiami Institute Central Jakarta. The populations in this study were all students of 2015-2018 who numbered 4034 students and the sample number in the study was 100 respondents. The independent variable consists of viral marketing, brand image, while the dependent variable in this study is the customer’s trust measured by multiple linear regression analysis. The results of this study indicate that viral marketing; the brand image has a positive and significant effect on customer trust simultaneously with f count 58,439. Partially, viral marketing has a positive and significant effect on customer trust with t count 7.778, and brand image has a positive and significant effect on customer trust with t count 12.225.
Keywords: Viral Marketing; Brand Image; Customer Trust
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