Suniya, NPM 1901100011 (2023) PENDALAMAN KONSEP NEW MARKETING BERBASIS DIGITAL DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN DAN WORD OF MOUTH. Tugas_ Akhir (Artikel) : Journal of Global Business and Management Review (JGBMR), 5 (1). pp. 1-9. ISSN 2685-3426 (e-ISSN)
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Abstract
The purpose of this study is to empirically prove the role of viral marketing, turbo marketing, and brand ambassadors to influence purchasing decisions and their impact on word of mouth. The population is the people of Labuhanbatu Regency, total 499.982. The researcher applied the slovin formula to obtain a minimum sample, which sample is 99.98 or fulfilled into 100 respondent. The sampling technique chose simple random sampling. All indicators that form the variables studied are proccessed through validty and reliability test. Data analysis uses the SmartPLS 4.0 application. The result is viral marketing influences purchasing decisions online otherwise there is nol relationship with word of mouth. Turbo marketing does not support purchasing decisions and word of mouth. Brand ambassadors affect online purchasing decisions, while purchasing decision is not signicant to word of mouth. Keywords : viral marketing, turbo marketing, brand ambassador, purchasing decision, word of mouth
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Viral Marketing, Turbo Marketing, Brand Ambassador, Purchasing Decision, Word Of Mouth |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 25 Aug 2023 08:41 |
| Last Modified: | 25 Aug 2023 08:41 |
| URI: | http://repository.ulb.ac.id/id/eprint/245 |
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