The Effect of Promotion Through Social Media on Purchase Decision with Viral Marketing as An Intervening Variable (Case Study in XXX Donnuts & Coffee Kediri Consumers) Subagyo (a), Gesty Ernestivita (b), Meme Rukmini (c), Arthur Daniel Limantara (d)
(a) Department of Economics, Nusantara PGRI University, Kediri, East java, Indonesia
subagyo[at]unpkediri.ac.id
(b) Department of Economics, Nusantara PGRI University, Kediri, East java, Indonesia
gesty[at]unpkediri.ac.id
(c) Department of Accounting, Cahaya Surya Polytechnic, Kediri, East java, Indonesia
meme_rukmini[at]cahayasurya.ac.id
(d) Department of Informatics Engineering, Cahaya Surya College of Technology, Kediri, East Java, Indonesia
arthur.daniel[at]cahayasurya.ac.id
Abstract
This study aims to analysze purchasing decisions as a dependent variable, promotions through social media as an independent variable and viral marketing as a variable interbening in the use of instagram social media on purchasing decisions for the consumer of XXX Donuts and Coffee Kediri. The type of research use in this case study is explanatoy with a quantitative approach. The sample in this study ammounted to 100 respondents. The sampling technique used in this study is a non - probability sampling technique that is an accidental sampling. The result of this study obtained data that there was an effect of promotion through social media on viral marketing with a value of t count of 1,660 with a significance value of 0,000. And there is the influence of viral marketing on purchasing decisions from the value of viral marketing t count of 6.569 greater than the value of t table 1,660 with a significance value of 1,000. And there is the influenc of promotion through social media on purchasing decisions, as evindenced by the value of t count 2.446 more than t table with a significance of 0,016.
Keywords: Promotions, Social Media, Viral Markting, Purchasing Decisions.
