Pengaruh Viral Marketing dan Fear Of Missing Out terhadap Keputusan Pembelian Konsumen Produk Mixue di Kota Palembang

Authors

  • M Arib Daffa Hisbullah Universitas Indo Global Mandiri
  • Endah Dewi Purnamasari Universitas Indo Global Mandiri
  • Emilda Emilda Universitas Indo Global Mandiri

DOI:

https://doi.org/10.47747/jnmpsdm.v4i3.1581

Keywords:

viral marketing, fear of missing out, purchase decision

Abstract

The purchasing decision is the result of the interaction between consumers' needs, motivations, perceptions, and attitudes towards products or services offered by marketers. Consumer purchasing decisions are influenced by their attitudes and subjective norms towards the products or services offered. This research aims to examine the influence of viral marketing and fear of missing out on purchasing decisions. The research is of a quantitative descriptive type, and data were collected through the distribution of questionnaires. A total of 100 respondents were successfully gathered by distributing questionnaires to Mixue product consumers in Palembang, Indonesia, using a combination of accidental sampling and homogeneous sampling techniques. The analysis technique used was a quantitative method based on the questionnaire distribution results. The analysis results show that, partially, viral marketing and fear of missing out each have a positive and significant impact on increasing purchasing decisions. Furthermore, simultaneously, viral marketing and fear of missing out variables together have a positive influence on increasing purchasing decisions.

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Published

2023-12-17

How to Cite

Hisbullah, M. A. D., Purnamasari, E. D. ., & Emilda, E. (2023). Pengaruh Viral Marketing dan Fear Of Missing Out terhadap Keputusan Pembelian Konsumen Produk Mixue di Kota Palembang. Jurnal Nasional Manajemen Pemasaran Dan SDM, 4(3), 166 - 177. https://doi.org/10.47747/jnmpsdm.v4i3.1581

Issue

Vol. 4 No. 3 (2023): Jurnal Nasional Manajemen Pemasaran dan SDM

Section

Articles

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Copyright (c) 2023 M Arib Daffa Hisbullah, Endah Dewi Purnamasari, Emilda Emilda

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