Pengaruh Viral Marketing, Brand Image dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian Purbasari Melalui Aplikasi Tiktok di Kota Batam

Syintia Bellina Sihombing · Alice Erni Husein

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

Rapid technological developments have a significant impact on business development. Increasingly tight competition requires companies to be able to compete in order to maintain their existence in the business world. The purpose of this study was to determine whether viral marketing, brand image, and customer trust affect purchasing decisions. This study was conducted in Batam City with the subject of Purbasari through the TikTok application with a total of 100 respondents. The type of research used is quantitative research with a survey data collection method by distributing questionnaires. The results of the study showed that viral marketing had a positive and significant effect on Purbasari's purchasing decisions through TikTok, brand image had a positive and significant effect on Purbasari's purchasing decisions through TikTok, and customer trust had a positive and significant effect on Purbasari's purchasing decisions through TikTok.

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2022MOTIVASI BELAJAR DAN PRESTASI BELAJAR PADA MATA PELAJARAN PPKN DI INDONESIA: KAJIAN ANALISIS META 2022Pemanfaatan Media Sosial Sebagai Platform Utama Pemasaran Produk UMKM 2023The Influence of Brand Image and Trust on Purchase Decisions in TikTok Shop 2021Pengaruh brand ambassador dan viral marketing terhadap proses keputusan pembelian pada konsumen marketplace 2022PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN 2024Menghadapi Tantangan Era Digital, Strategi Integrasi Media Sosial, Literasi Digital dan Inovasi Bisnis 2023Pengaruh Viral Marketing, Brand Ambassador dan Tagline Terhadap Keputusan Pembelian Produk Avoskin Beauty di Denpasar 2023The Effect of Electronic Word Of Mouth, Viral Marketing, Halal Certification, and Brand Image on Purchase Decisions of Mixue Ice Cream & Tea

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