10-9-2019
Abstract
Fajriyah, Arin. 2022. Effect of Viral Marketing, Electronic Word Of Mouth, and Trust on Purchase Decisions at Bangi Cafe Cilacap. Thesis, S1 Management Study Program STIE Muhammadiyah Cilacap. Supervisor I Nandang Bekti Karnowati, S.E., M.M. Advisor II Muslim Fikri, S.E., M.Sc. This study aims to determine the effect of Viral Marketing (X_1), Electronic Word Of Mouth (X_2), and Trust (X_3) on Purchase Decisions (Y) at Bangi Cafe Cilacap. The sample in this study is the consumer of Bangi Cafe Cilacap totaling 100 people with the sampling technique used in this study is non-probability sampling. This type of research is quantitative research. This research uses multiple linear regression statistical test through t test, F test and R^2 test, and classical assumption test. The results showed that: (1) Viral Marketing partially had no effect on purchasing decisions at Bangi Cafe Cilacap with t_count (1.727) smaller than t_table (1.98498) and the significance value greater than 0.05, namely 0.087; (2) EWOM partially has no effect on purchasing decisions at Bangi Cafe Cilacap with t_count (1,910) smaller than t_table (1,98498) and the significance value is greater than 0.05, namely 0,059; (3) Trust has a positive effect on purchasing decisions at Bangi Cafe Cilacap with t_count (5.843) greater than t_table (1.98498) and the significance is smaller than 0.05, namely 0.000; (4) Viral Marketing, EWOM, and Trust simultaneously have a positive effect on Purchase Decisions at Bangi Cafe Cilacap with F_count (43.148) greater thanF_table (2.70) and the significance value is less than 0.05, which is 0.000. Keywords: Viral Marketing, EWOM, Trust, Purchase Decision
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