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Pengaruh Influencer Marketing dan Viral Marketing Terhadap Purchase Intention Melalui Online Customer Review Pada Fashion Terkini di Tiktokshop

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This study aims to determine how much influence influencer marketing and viral marketing have on purchase intention through online customer reviews on the latest fashion at the Tiktok Shop. This research consists of two independent variables, namely influencer marketing and viral marketing and one dependent variable, namely purchase intention and online customer review as intervening variables. The analytical method used is path analysis. The data collection method in this study was to use a questionnaire filled out by respondents, namely students who buy the latest fashion at the Tiktok Shop. The research results obtained based on the Partial Test (t test) obtained: a) there is a significant effect of influencer marketing on online customer reviews, b) there is a significant effect of viral marketing on online customer reviews, c) there is no significant influence of influencer marketing on purchase intention, d ) there is no significant effect of viral marketing on purchase intention, e) there is a significant effect of online customer reviews on purchase intention, f) online customer reviews can mediate the effect of influencer marketing on purchase intention g) online customer reviews can mediate the effect of viral marketing on purchase intention.

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Detail Information

Call Number

Manajemen 658.8342 Azu p

Language

Indonesia

NPM

205210035

Publisher

Manajemen : Universitas Islam Riau., 2023

Keyword(s)

Purchase Intention
Viral Marketing
Online Customer Review
Influencer Marketing

Other Information

Petugas

Uthi Kurnia

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