PENGARUH ONLINE CONSUMER REVIEW DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN CONSUMER TRUST SEBAGAI INTERVENING (STUDI PADA PENGGUNA INSTAGRAM DI 1 KECAMATAN KEBUMEN)

Abstract

This study aims to determine the effect of online consumer review and viral marketing on purchasing decisions through consumer trust as an intervening variable. The population in this study is the people in Kebumen District who have made purchases at online stores via Instagram. The research sample of 100 people with a purposive sampling method. The method used in this research is quantitative method. Data analysis using path analysis with the SPSS 22 program. The results of this study indicate that online consumer review and viral marketing have a significant effect on consumer trust. Furthermore, online consumer review has no effect on purchasing decisions, while viral marketing and consumer trust have a significant effect on purchasing decisions.