FENOMENA VIRAL MARKETING TERHADAP KEPUTUSAN
PEMBELIAN PADA HOLAND BAKERY SUKABUMI
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Institusion
Universitas Muhammadiyah Sukabumi
Author
Azzachra, Fatimah
Subject
H Social Sciences (General)
Datestamp
2021-01-04 06:59:50
Abstract :
Holland bakery is a company engaged in the sector of food and located on Jl. Jenedral Sudirman No. 79 Sukabumi City. The research was aimed at determining the influence of Viral Marketing towards Purchase Decision at Holland Bakery Sukabumi. The problem identified at the company was purchase decision through statement given to respondents; there were customers disagreed with the products of the company. The research methods applied were descriptive and associative. The data analysis method applied was quantitative. The type of method applied was namely Probability: Convenience Sampling. The technique of analyzing data applied were linear regression analysis technique, validity test, reliability test and determination test as well as multiple correlation coefficient. Based on the result of determination coefficient test observed from the value of (R2 adjust) amounted to 0.512, it can be identified that the influence Viral Marketing towards Purchase Decision is aggregated to 51.2, while the remaining 48.16 is influence by other factors not studied in the research. According to simple correlation coefficient observed from the value R amounted to 0.720, there is average relation between Viral Marketing towards Purchase Decision. It can be concluded that Viral Marketing gives negative impact towards the company which then influences purchase decision.
Holland bakery is a company engaged in the sector of food and located on Jl. Jenedral Sudirman No. 79 Sukabumi City. The research was aimed at determining the influence of Viral Marketing towards Purchase Decision at Holland Bakery Sukabumi. The problem identified at the company was purchase decision through statement given to respondents; there were customers disagreed with the products of the company. The research methods applied were descriptive and associative. The data analysis method applied was quantitative. The type of method applied was namely Probability: Convenience Sampling. The technique of analyzing data applied were linear regression analysis technique, validity test, reliability test and determination test as well as multiple correlation coefficient. Based on the result of determination coefficient test observed from the value of (R2 adjust) amounted to 0.512, it can be identified that the influence Viral Marketing towards Purchase Decision is aggregated to 51.2, while the remaining 48.16 is influence by other factors not studied in the research. According to simple correlation coefficient observed from the value R amounted to 0.720, there is average relation between Viral Marketing towards Purchase Decision. It can be concluded that Viral Marketing gives negative impact towards the company which then influences purchase decision.
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