Pengaruh Viral Marketing Dan Online Customer Review Terhadap Keputusan Pembelian Produk Kosmetik Lipstik Hanasui Di Platfrom Tiktok Shop
Abstract
Social media has become a significant factor in shaping consumer behavior, particularly regarding
purchasing decisions. This study aims to assess the impact of Viral Marketing and Online Customer
Reviews on the purchasing decisions for Hanasui lipstick products available in the TikTok shop, both
individually and collectively. This study employs a quantitative descriptive method, utilizing online
questionnaires distributed to 130 respondents who have purchased Hanasui lipstick products through
the TikTok Shop. Data analysis was conducted using SPSS version 25. This included instrument testing
(validity and reliability testing), classical assumption testing (normality, multicollinearity, and
heteroscedasticity tests), multiple linear regression analysis, and hypothesis testing (t-tests, F-tests, and
the coefficient of determination). The study's results show that Viral Marketing (X1) significantly
influences Purchasing Decisions (Y), with a significance value of 0.000 < 0.05 and a calculated t-value
of 7.268, which is greater than the t-table value of 1.978. The impact of Online Customer Reviews (X2)
on Purchasing Decisions is both positive and significant. The significance value is 0.008, which is less
than 0.05, and the calculated t- value is 2.680, surpassing the t-table value of 1.978. Additionally, when
considering both variables together, there is a significant effect on Purchasing Decisions. This is
supported by a calculated F-value of 146.871, which is greater than the F-table value of 3.067, along
with a significance level of 0.000, also below 0.05. The Adjusted R Square value of 0.693 shows that
69.3% of purchasing decisions are influenced by viral marketing and online customer reviews, while the
remaining 30.7% are affected by other factors beyond this study.
Keywords: Trader Satisfaction, Market Management, Traditional Market, Service Quality,
Qualitative Research
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