ANALISIS PENGARUH VIRAL MARKETING TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN SECARA ONLINE PADA FACEBOOK KATEGORI PAKAIAN

ABSTRACT

Research aims at understanding the influence of Viral marketing on customer
process buying decision. Five dimensions of viral marketing (media electronic,
involvement of the product, knowledge about the product, talk about product and
reduce uncertainty). Population of this study were people whom make online
purchase through group messenger on Facebook This type of research is field
study with purposive sampling. Data collection technique is online questionnaire
were given to 100 responden whom make online purchase through group
messenger on Facebook . The result of this study, there is effect viral marketing
which consist of internet, involvement of the product, knowledge about the
product, talk about product and reduce uncertainty on process customer buying
deciosion.
Keyword: Viral marketing, electronic media, product involvement, product
knowledge, Talking product, reduce uncertainty, and buying decision.