Analysis of Viral Marketing and Customer Experience Influence on Purchasing Decisions through E-Commerce Shopee

Agin Septhi, Rahmat Hidayat

Abstract

This research is motivated by the aim to test and analyse viral marketing and customer experience on purchasing decisions through Shopee e-commerce. This research uses quantitative approach with multiple linear analysis using SPSS 25 software. Data collection is collected by distributing Google Form questionnaire links to a sample of 150 people who are Shopee users in Batam. The results showed that there was an effect of viral marketing and customer experience both partially and simulatively on purchasing decisions through Shopee e-commerce. In this study, the calculation of the coefficient of determination obtained by 0.654. This means that 65.4% of purchasing decisions can be explained by viral marketing and customer experience, while the rest is explained by other variables.

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Paper Citation


in Harvard Style

Septhi A. and Hidayat R. (2020). Analysis of Viral Marketing and Customer Experience Influence on Purchasing Decisions through E-Commerce Shopee. In Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS, ISBN 978-989-758-517-3, pages 36-43. DOI: 10.5220/0010354200360043


in Bibtex Style

@conference{icaess20,
author={Agin Septhi and Rahmat Hidayat},
title={Analysis of Viral Marketing and Customer Experience Influence on Purchasing Decisions through E-Commerce Shopee},
booktitle={Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,},
year={2020},
pages={36-43},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010354200360043},
isbn={978-989-758-517-3},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,
TI - Analysis of Viral Marketing and Customer Experience Influence on Purchasing Decisions through E-Commerce Shopee
SN - 978-989-758-517-3
AU - Septhi A.
AU - Hidayat R.
PY - 2020
SP - 36
EP - 43
DO - 10.5220/0010354200360043