Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh viral marketing dan bandwagon effect terhadap keputusan pembelian yang dimediasi oleh perilaku konsumtif pada mixue di banda aceh. sampel dalam penelitian ini terdiri dari 200 responden dengan teknik pengambilan sampel purposive sampling. metode analisis yang digunakan dalam penelitian ini adalah partial least square (pls) menggunakan software smartpls 4. hasil analisis menunjukkan bahwa viral marketing tidak berpengaruh secara langsung terhadap keputusan pembelian. bandwagon effect berpengaruh secara langsung terhadap keputusan pembelian. perilaku konsumtif berpengaruh secara langsung terhadap niat beli. kemudian berdasarkan hasil indirect effect ditemukan bahwa perilaku konsumtif memediasi pengaruh viral marketing terhadap keputusan pembelian. perilaku konsumtif memediasi pengaruh bandwagon effect terhadap keputusan pembelian. kata kunci: viral marketing, bandwagon effect, perilaku konsumtif, keputusan pembelian

ABSTRACT This study aims to determine the influence of Viral Marketing and the Bandwagon Effect on purchase decisions mediated by consumptive behavior at Mixue in Banda Aceh. The sample in this study consists of 200 respondents selected using purposive sampling techniques. The analysis method used in this study is Partial Least Square (PLS) with SmartPLS 4 software. The analysis results show that Viral Marketing does not directly affect purchase decisions. The Bandwagon Effect directly influences purchase decisions. Consumptive behavior directly influences purchase intention. Furthermore, based on the indirect effect results, consumptive behavior mediates the influence of Viral Marketing on purchase decisions. Consumptive behavior also mediates the influence of the Bandwagon Effect on purchase decisions. Keywords: Viral Marketing, Bandwagon Effect, Consumptive Behavior, Purchase Decision