| dc.description.abstract | The development of social media and digital marketing trends has transformed consumer behavior, including purchasing decisions for local skincare products in Medan City. This phenomenon shows that purchasing decisions are influenced not only by external factors such as the virality of content and the company’s responsiveness in serving consumers.
This study aims to analyze the effect of viral marketing (X1) and turbo marketing (X2) on purchasing decisions (Y) of Somethinc products in Medan City, both partially and simultaneously.
The research employed a quantitative method with an associative approach. The sample consisted of 97 respondents obtained through purposive sampling. Primary data was collected using questionnaires administered directly or offline, as well as online, while secondary data was obtained through literature studies. The analytical techniques used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, as well as partial and simultaneous hypothesis testing.
The results show that the viral marketing variable (X1) has a positive and significant effect on purchasing decisions, with a t-value of 3.841 > 1.985. The turbo marketing variable (X2) also has a positive and significant effect on purchasing decisions, with a t-value of 4.512 > 1.985. Simultaneously, these two variables have a positive and significant effect on purchasing decisions, with an F-value of 169.273 > 3.09. The Adjusted R Square value is 0.778, which means that 77,8% of the purchasing decision variables can be explained by the viral marketing and turbo marketing variables, while 22.2% is influenced by other factors outside the scope of this study. | en_US |
