ANALISIS FAKTOR - FAKTOR VIRAL MARKETING YANG MEMPENGARUHI PROSES KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SECARA ONLINE DI TOKOPEDIA

Setiawan, Angelina (2017) ANALISIS FAKTOR - FAKTOR VIRAL MARKETING YANG MEMPENGARUHI PROSES KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SECARA ONLINE DI TOKOPEDIA. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine the effect of electronic media, product involvement, product knowledge, product talk and reduce uncertainty on cosmetic purchasing decisions at Tokopedia. The population in this study is all the people who buy cosmetics at Tokopedia. The type of research used is survey with sampling technique used purposive sampling. Data collection techniques used are questionnaires distributed online to 100 respondents. The test results show that there is a positive and significant influence between electronic media, product involvement, product knowledge, product talk, and decreasing uncertainty toward cosmetic purchasing decision at Tokopedia. Keyword: electronic media, product involvement, product knowledge, Talking product, reduce uncertainty, and buying decision

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