PENGARUH VIRAL MARKETING, ONLINE CUSTOMER REVIEW DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DENGAN TRUST SEBAGAI VARIABEL INTERVENING (STUDI PADA KONSUMEN SKINCARE SOMETHINC DI ONLINE MARKETPLACE SHOPEE)

Abstract

This research aims to test and analyze the influence of viral marketing, online customer reviews and prices on consumers' online purchasing decisions with trust as an intervening variable. The method used in this research is a quantitative method by distributing questionnaires online. The sample in this study was 150 consumers who had purchased at least once the Somethinc skincare product on the Shopee marketplace using a sampling technique, namely purposive sampling. This research data was processed using the SmartPLS 4.0 analysis tool and the research method used Structural Equation Modeling (SEM).

        The results of this research show that: Viral Marketing, Online Customer Reviews and price have a significant effect on Trust. The results of hypothesis testing further show that price has a significant influence on online purchasing decisions, while viral marketing and online customer reviews do not have a significant influence on online purchasing decisions. Trust has a significant influence on online purchasing decisions. The mediation effect test shows that trust mediates the relationship between Viral Marketing, Online Customer Reviews and price on online purchasing decisions.

Keywords: viral marketing, online customer reviews, prices, trust and online purchasing decisions