DAMPAK VIRAL MARKETING, ONLINE CONSUMER REVIEW, HARGA TERHADAP  KEPUTUSAN PEMBELIAN PADA LAZADA

Iman Saputra; Nova Adhitya Ananda

DAMPAK VIRAL MARKETING, ONLINE CONSUMER REVIEW, HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA LAZADA

Authors

Iman Saputra
Nova Adhitya Ananda Sumbawa University of Technology, Indonesia

Abstract

This research aims to analyze the impact of viral marketing, online consumer reviews, and price on purchasing
decisions on Lazada. The study utilizes a quantitative method with an associative approach. The data analysis
technique employed in this study is multiple linear regression, and the statistical analysis tool used is the
Statistical Program for Social Science (SPSS) 26 for Windows. This research uses primary and quantitative
data, with the population consisting of students from the University of Technology Sumbawa who use the Lazada
marketplace. The sample size for this study is determined using Paul Leedy's formula and consists of 100
samples. The sampling method employed is non-probability sampling with a purposive sampling technique.
Data collection for this research is done through online distribution of a questionnaire in the form of a Google
form. The research findings indicate that viral marketing, online consumer reviews, and price have a positive
and significant influence on purchasing decisions on the Lazada marketplace.