Pengaruh Viral Marketing dan Online Consumer Review terhadap Keputusan Pembelian dengan Kepercayaan Konsumen sebagai Intervening pada Makanan Korea Tteobokki di Aplikasi Tiktok Shop (Studi Kasus pada Generasi Milineal Kota Medan Kecamatan Medan Baru)

Abstract

Purchasing decision is a consumer decision that is affected by the economy, product, price, location, promotion of advertising features (viral marketing and online consumer reviews) so that it forms an attitude for consumers to process all information and draw conclusions in the form of a response that appears what product will be purchased. Promotion of food products plays an important role in purchasing decisions. One type of promotion on social media is the main choice for business people to encourage product purchases by means of electronic word of mouth (E-WOM). Information dissemination through E-WOM makes it spreads faster and gets more attention from consumers so that it becomes viral in a fast time so that it can be said to be a new marketing concept known as viral marketing. The objectives of this research are to determine and analyze effects of Viral Marketing and Online Consumer Reviews on Purchase Decisions with Consumer Trust as Intervening in Theobokki Korean Food in the Tiktok Shop Application (A Case Study on the Millennial Generations in Medan, Medan Baru District). The data employs primary data obtained directly from 140 respondents. The sampling method is non-probability sampling with the accidental sampling technique. Questionnaires that have been filled in by respondents are analyzed using quantitative analysis methods then SPSS is used as the analytical instrument. The research results state that viral marketing and online consumer reviews have a significant effect on consumer trust; viral marketing, online consumer reviews, and consumer trust have a significant effect on purchase decisions, while for the mediating variable, consumer trust is able to mediate viral marketing and online consumer reviews on purchase decisions.