Pengaruh Viral Marketing dan Harga Produk terhadap Keputusan Pembelian Produk Hyalucera Moisturizer The Originote Pada Mahasiswa STABN Sriwijaya

Abstract

This research aims to test and analyze the influence of viral marketing and product price on purchasing decisions for Hyalucera moisturizer the originote among female students at STABN Sriwijaya. This research uses a quantitative approach with survey methods. The respondents for this research were 89 STABN Sriwijaya female students who met the research criteria. The sampling technique used in this research was purposive sampling. The prerequisite test results show that the data is normally distributed, the influence of the dependent variable on the independent variable is linear. There is no autocorrelation, and research data can be analyzed using multiple linear regression. The results of data analysis using multiple regression show an f count of 44.210 with a significance probability value of 0.002. The multiple linear regression equation obtained is Y = 1.009 + 0.445 + 0.259. The results of simultaneous analysis of viral marketing and product prices have a significant effect on purchasing decisions. Meanwhile, viral marketing partially influences the decision and also partially the product price influences the decision to purchase the Hyalucera moisturizer the Originote product among STABN Sriwijaya students.