Pengaruh Viral Marketing dan Online Customer  Review terhadap Minat Beli Konsumen Marketplace Shopee dikalangan Mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Jambi

Sausan Salsabilla Septia Nanda; Husni Hasbullah; Sylvia Kartika Wulan B

doi:10.61132/manuhara.v3i2.1704

Authors

Sausan Salsabilla Septia Nanda Universitas Jambi
Husni Hasbullah Universitas Jambi
Sylvia Kartika Wulan B Universitas Jambi

DOI:

https://doi.org/10.61132/manuhara.v3i2.1704

Keywords:

Interest in Buying, Online Customer Review, Viral Marketing

Abstract

This research is the result of quantitative research which aims to answer questions about the influence of Viral Marketing and online Customer Reviews on the buying interest of Shopee marketing consumers. The research method used is quantitative research and the sampling technique uses a purposive sampling method with a sample size of 98 respondents. The data collection technique uses a questionnaire with the help of a Google form which is processed using SPSS version 27 and the data analysis technique uses multiple linear regression. This research focuses on undergraduate students from the Faculty of Economics and Business, Jambi University as young, dynamic and technology-savvy consumers, who very often use the Shopee e-commerce application to purchase various products. So Shopee has become one of the largest e-commerce which is very popular in Indonesia. The results of this research show that Shopee Viral Marketing has a positive effect on buying interest. Then online Shopee Customer Reviews have a positive effect on buying interest. Furthermore, based on the results of simultaneous test statistical calculations, it shows that Shopee's Viral Marketing and Online Customer Reviews have a simultaneous influence on Shopee marketplace consumer buying interest among undergraduate students at the Faculty of Economics and Business, Jambi University. For the Shopee marketplace, it is recommended to increase Viral Marketing promotions and maintain online Customer Reviews on the Shopee marketplace which is already popular among the public. Apart from that, Shopee also needs to create the latest innovations in order to accommodate customer desires and expectations, in order to maintain competitiveness and product relevance in the market.

Downloads

Download data is not yet available.

References

Abdu, R., & Hidayat, R. (2018). Pengaruh digital marketing terhadap corporate image pada PT AHM di Kota Bandung tahun 2017. EProceedings of Applied Science, 4(2), 321–332.

Aditya, W. R. (2019). Strategi komunikasi pemasaran (Studi pada event Tupperware home party dalam menjaga loyalitas konsumen PT. Riau Cahaya Utami di Kota Pekanbaru). JOM FISIP, 4(1), 1–15.

Amelia, D., R., K., Simatupang, N., Sinuraya, B. J., & Rahmat. (2021). Pengaruh harga, citra merek dan kualitas pelayanan terhadap kepuasan pelanggan PT. JNE cabang Medan. Jurnal Manajemen, 7(1), 11–24.

Andini, N. P., Suharyono, & Sunarti. (2014). Pengaruh viral marketing terhadap kepercayaan pelanggan dan keputusan pembelian (Studi pada mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya angkatan 2013 yang melakukan pembelian online melalui media sosial Instagram). Jurnal Administrasi Bisnis (JAB), 2(2).

Ayu, J. N. R. (2020). Efektivitas viral marketing dalam meningkatkan niat dan keputusan pembelian konsumen di era digital. Jurnal Manajemen dan Inovasi (MANOVA), 2(1). https://doi.org/10.15642/manova.v2i1.353

Boentoro, Y., Paramita, S., & Paramita, S. (2020). Komunikasi pemasaran viral marketing (Studi kasus Kopi Kwang Koan). Prologia, 4(1), 141. https://doi.org/10.24912/pr.v4i1.6455

Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.

Devi, M. R. (2015). Recent trends in viral marketing and its transmission. Indian Journal of Research, 4(7), 204–206.

Dye, A. L. B. (2020). Antecedents of Generation Y consumers’ usage frequency of online consumer reviews. Spanish Journal of Marketing - ESIC, 24(2), 193–212. https://doi.org/10.1108/SJME-12-2019-0102

Field, A. (2013). Discovering statistics using IBM SPSS Statistics (4th ed.). SAGE Publications.

Gabriela, Y. M. R. M. (2022). Pengaruh online customer review dan online customer rating terhadap minat beli pelanggan e-commerce. Jurnal Ekonomi Manajemen Pariwisata dan Perhotelan, 1(1), 121–125.

Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach's alpha reliability coefficient for Likert-type scales. Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education.

Handaruwati, D. (2018). Pengaruh viral marketing melalui Instagram terhadap minat beli produk camilan khas daerah secara online. Bisnis & Manajemen, 4(2), 125–138.

Kotler, P. (2024). Principles of marketing. The Economic Journal, 38(151). https://doi.org/10.2307/2224326

Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a consumer’s perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101

Marnilin, F., Mutmainah, I., Yulia, I. A., & Mahfudi, A. Z. (2023). Pengaruh perceived value terhadap kepuasan implementasi program MBKM. Jurnal Ilmiah Manajemen Kesatuan, 11(1), 1–10. https://doi.org/10.37641/jimkes.v11i1.936

Oktaviani, F., & Rustandi, D. (2018). Implementasi digital marketing dalam membangun brand awareness. Proceedings of the 2017 International Conference On Smart Technology for Smart Nation (SmartTechCon 2017), 3(1), 1514–1518. https://doi.org/10.1109/SmartTechCon.2017.8358617

Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17. https://doi.org/10.21009/jpmm.001.1.01

Rizky, M. F., & Yasin, H. (2014). Pengaruh promosi dan harga terhadap minat beli perumahan Obama PT. Nailah Adi Kurnia Sei Mencirim Medan. Jurnal Administrasi Bisnis, 14(2), 135–143.

Sekaran, U. (2006). Research methods for business: A skill-building approach (4th ed.). Wiley.

Situmorang, J. R. (2010). Pemasaran viral – viral marketing. Jurnal Administrasi Bisnis Unpar, 6(1), 63–75.

Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Thoifur, D. M., Utari, E. R., Sinaga, D. L., & Sewaka, S. (2022). Analisis bibliometrik terkait viral marketing. Jurnal Economina, 1(4), 931–937. https://doi.org/10.55681/economina.v1i4.200

Zed, E. Z., Ratnaningsih, Y. R., & Kartini, T. M. (2023). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian di e-commerce pada mahasiswa Universitas Pelita Bangsa Cikarang. Mirai Management, 1(1), 14–23.