Pengaruh Viral Marketing, Online Consumer Review dan Harga Terhadap Keputusan Pembelian Online The Originote di Platform Tiktok Shop Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

The skincare industry in Indonesia is experiencing growth, which has an impact on the increase in various types of skincare brands in Indonesia. These various skincare brands have developed by launching products with functions and types of formulas that appeal to customers and potential customers. The high consumer interest in skincare makes the level of competition between market players more competitive and brings up various new strategies and innovations to attract consumer purchasing decisions. This study aims to determine the effect of viral marketing, online consumer reviews, and prices on The Originote online purchasing decisions on the TikTok Shop platform for students of the Faculty of Economics and Business, University of Sumatera Utara. This type of research is associative and the type of data used is quantitative. The population in this research is active undergraduate students of the Faculty of Economics and Business, University of North Sumatra who have a TikTok account. The sample in this study amounted to 87 respondents with the criteria of active undergraduate students of the Faculty of Economics and Business, University of North Sumatra who have purchased The Originote skincare at TikTok Shop. The sampling technique for this study used the Purposive Sampling method. The analysis method used in this research is multiple linear regression analysis which is processed with SPSS 26 software. The results of this study indicate that viral marketing, online consumer reviews, and price simultaneously have a positive and significant effect on online purchasing decisions. Partially viral marketing, online consumer reviews, and prices have a positive and significant effect on online purchasing decisions. Viral marketing has the highest significance value in the partial test so it has a dominant influence on online purchasing decisions for The Originote at the TikTok Shop.