PENGARUH STRATEGI VIRAL MARKETING,ONLINE CUSTOMER REVIEW DAN PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA BRAND MIXUE ( SOSIAL MEDIA TIKTOK)
Keywords:
strategi viral marketing, online customer review, penetapan harga, keputusan pembelian, viral marketing strategies, online customer reviews, pricing, purchasing decisionsAbstract
Mixue merupakan salah satu brand yang aktif di jejaring sosial untuk memasarkan produknya, khususnya di tiktok. Mixue dipuji tidak hanya karena itemnya yang menarik tetapi juga karena laju pertumbuhannya yang pesat, terbukti dengan banyaknya lokasi Mixue di seluruh Indonesia tingginya angka pesaing serta banyaknya persaingan yang memberikan pilihan-pilihan terhadap konsumen dengan cara promosi dan kualitas yang unik, perusahan harus memikirkan cara-cara unik untuk membuat promosi yang menarik perhatian terhadap konsumen dan menciptakan pilihan-pilihan terhadap konsumen. sehingga perusahaan dituntut untuk memahami perilaku konsumen dengan cara menjual atau menawarkan produk yang berkualitas dan memberikan pelayanan yang baik kepada konsumennya. Penelitian ini bertujuan untuk mengetahui pengaruh strategi viral marketing, online customer reviewdan penetapan harga terhadap keputusan pembelian pada brand mixue (social media tiktok). Jenis penelitian ini adalah penelitian kuantitatif. Teknik pengambilan sampel diperoleh dengan menggunakan metode purposive sampling dengan jumlah sampel sebanyak 107 yang merupakan konsumen Mixue yang berdomisili di Cikarang. Analisis data yang digunakan dalam penelitian ini menggunakan uji validitas, uji reliabilitas, uji normalitas, uji multi kolinearitas, uji heterokedastisitas, uji auto korelasi, uji regresi linear sederhana dan berganda, dan uji T. Hasil penelitian ini menunjukan bahwa strategi viral marketing berpengaruh positif dan signifikan terhadap keputusan pembelian es krim merek Mixue, online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian es krim merek Mixue, dan Penetapan harga juga berpengaruh positif dan signifikan terhadap keputusan pembelian es krim merek Mixue
Kata kunci : strategi viral marketing, online customer review, penetapan harga, keputusan pembelian
ABSTRACT
Mixue is a brand that is active on social networks to market its products, especially on TikTok. Mixue is praised not only for its attractive items but also for its rapid growth rate, as evidenced by the many Mixue locations throughout Indonesia, the high number of competitors and the large amount of competition that provides consumers with choices with unique promotions and quality, the company must think about ways- a unique way to create promotions that attract consumer attention and create consumer choices. so companies are required to understand consumer behavior by selling or offering quality products and providing good service to their consumers. This research aims to determine the influence of viral marketing strategies, online customer reviews and pricing on purchasing decisions for brand mixue (social media TikTok). This type of research is quantitative research. The sampling technique was obtained using a purposive sampling method with a total sample of 107 Mixue consumers who live in Cikarang. Data analysis used in this research uses validity tests, reliability tests, normality tests, multi collinearity tests, heteroscedasticity tests, auto correlation tests, simple and multiple linear regression tests, and T tests. The results of this research show that viral marketing strategies have a positive effect and significant influence on the decision to purchase Mixue brand ice cream, online customer reviews have a positive and significant influence on the decision to purchase Mixue brand ice cream, and pricing also has a positive and significant influence on the decision to purchase Mixue brand ice cream.
Keywords: viral marketing strategies, online customer reviews, pricing, purchasing decisions.
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