Analysis of Viral Marketing and Customer Experience Influence on
Purchasing Decisions through E-Commerce Shopee
Agin Septhi, and Rahmat Hidayat
Department of Business Management, Politeknik Negeri Batam, Jl. Ahmad Yani, Batam, Indonesia
Keywords: Viral Marketing, Customer Experience, Purchasing Decision.
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.
1 INTRODUCTION
World Stats Internet Data (2018), shows internet
users worldwide until 2018 reached 4,312,982,270
people. Data from the Indonesian Internet Service
Providers Association shows that people who use the
internet amounted to 143.26 million in 2017 and
experienced an increase from the previous year.
The development of information and
communication technology is driving the growth of e-
commerce in Indonesia. This has become a
convenience for consumers to shop and save energy
and time, with this efficiency online shopping is
increasingly in demand by the public. In line with the
growth of internet users in Indonesia, statistics
obtained from Kata Data (2018) of digital buyers in
Indonesia are predicted to increase to 43.9 million
buyers with a penetration of 15.7% of the total
population in 2022. In addition, retail sales e-
commerce in Indonesia also has the largest number of
sales in Southeast Asia. This indicates a shift in the
behaviour of consumers today who like to shop online.
Online shopping is a purchasing and selling
activity that uses information and communication
technology in every transaction made. Chang et al
(2016) defines marketing activities through internet
media as online shopping. Besides being used as a
medium for sales and purchases, through online
media shopping that can also be used as a means of
activities to carry out promotions.
Competition among e-commerce platforms in
Indonesia is getting tougher, one of which is due to
the increasingly technological literacy of society. In
business competition, there are certainly those who
are superior compared to other competitors such as
the results of a survey from Daily Social (2018) to
find out e-commerce services carried out by taking
2,026 respondents in Indonesia, the results of which
many respondents use Shopee e-commerce services
as much as 33.63 %. Followed by Blibli 2.15%,
Lazada 14.30%, Bukalapak 17.50%, Tokopedia
28.11%, and other e-commerce 4.31%. This shows
Shopee as the most popular e-commerce in Indonesia.
This is inseparable from the marketing strategy that
makes Shopee the most widely used e- commerce
amid competition with other e-commerce.
Shopee uses viral marketing strategies including
advertisements using Jokowi's wording "Where's the
bicycle?" This ad appears after the characteristic of
Mr. Jokowi who likes to distribute bicycles so that the
advertisements delivered can be accepted by
consumers. This ad won in the 2017 Bright Awards
Indonesia Most Impressive Advertising category.
Then there is free shipping which is an attraction for
Shopee to increase sales. Price is also a part that is
considered by Shopee. Shopee branding with
"Cheapest Price Guarantee, 2x Foldable Money
Back", so through this promotion Shopee users do not
think long about purchasing the desired product
through this e-commerce.
36
Septhi, A. and Hidayat, R.
Analysis of Viral Marketing and Customer Experience Influence on Purchasing Decisions through E-Commerce Shopee.
DOI: 10.5220/0010354200360043
In Proceedings of the 2nd International Conference on Applied Economics and Social Science (ICAESS 2020) - Shaping a Better Future Through Sustainable Technology, pages 36-43
ISBN: 978-989-758-517-3
Copyright
c
2021 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved
Based on a survey conducted by MarkPlus, Inc.
throughout October 2018 Shopee branding variants
that successfully stuck in the minds of consumers
include the Shopping Festival, Shopee Shake, to the
Money Storm. In addition, Shopee also made
Blackpink as a brand ambassador who made a scene
of K-Pop in Indonesia, especially Blackpink fans.
Within a week after Shoppe launched the jingle of the
Blackpink song, the jingle was watched more than 11
million times on Shopee Indonesia's official YouTube
channel.
The increasingly dynamic competition between e-
commerce requires companies to continue to compete
in the business world which requires innovative and
creative marketing strategies. The intended marketing
strategy is a viral marketing strategy.
Situmorang (2010) defines viral in viral
marketing to describe the spread of messages or
invitations like a virus whose spread is fast and
widespread. However, this marketing strategy cannot
be compared to software that is damaged by computer
viruses. Instead, an effort to promote word of mouth
that utilizes the power of news through internet
media. Distribution via the internet can be done in the
online world such as YouTube, Facebook, Twitter,
Yahoo, or Instagram.
Viral marketing strategy is similar to the word of
mouth (WOM) marketing strategy. However, viral
marketing requires media distribution via the internet,
while word of mouth (WOM) does not require media
distribution through the internet. Sernovitz (2012)
defines word of mouth (WOM) as an activity that
makes people have a reason to want to talk about a
product or something that is consumed.
In addition to viral marketing, customer
experience is used as a strategy to influence
customers in making purchasing decisions. Customer
experience is a form of interaction that causes a
reaction between a company, product or part of an
organization with customers (Pramudita &
Japarianto, 2013). This interaction is the driving force
in communication from one person to another. Thus,
a good rating will be obtained and very profitable for
the company if word of mouth communication has
good value. Conversely, a bad assessment of the
company will be obtained if word of mouth
communication is not good, of course this will be
very detrimental to the company. To be able to
provide positive experiences to consumers, the
company must be able to know and fulfill all the
hopes, desires and needs of its customers.
According to Kartajaya (2006) because of
technological developments, customers not only need
products or services that have high quality, but also
positive experiences that are emotionally touching
and easy to remember. The experience felt by the
customer provides a special memory or memories for
him. In addition, this good experience will also
benefit the company because potential customers
become interested in participating in the service or
buy products that are told by customers who already
have good experience of these services or products.
According to Schmitt (1999) the features and
advantages of the products used are the focus of
traditional marketing concepts. However, at present
this is not appropriate because consumers are no
longer considered to be rational decision makers in
deciding on purchases based on logic alone. Instead,
consumers also act as rational and emotional
individuals in the purchasing process through
pleasant experiences that are felt by others.
From viral marketing and customer experience
marketing strategies, these strategies influence
consumers to make purchasing decisions. Purchasing
decision is a decision-making process towards the
available alternatives of a product offered to further
lead to the purchasing process (Tjiptono, 2014).
2 RESEARCH METHOD
The population in this study is Shopee users in Batam
City and the number is unknown. Sampling using
purposive sampling and determination of the amount
using quota sampling. Quota sampling is a technique
for determining samples with certain characteristics
to the desired amount (Sugiyono, 2014). So, in this
study the samples studied were 150 people who are
Shopee users who are aged 18 years and over and
have made at least 2 purchases through Shopee e-
commerce in Batam City.
This research uses a quantitative approach using
multiple linear analysis. Multiple linear analysis is an
analysis used to prove the presence or absence of a
causal relationship between two independent variables
with the dependent variable (Sugiyono, 2017).
3 RESULT AND DISCUSSION
3.1 Instrument Test
3.1.1 Validity Test
According to Sugiyono (2014) the question items are
declared valid at a significant level of 95% or α = 5%
if the question items count > standard = 0,30.
Analysis of Viral Marketing and Customer Experience Influence on Purchasing Decisions through E-Commerce Shopee
37
Table 1: Validity test results.
Variable Question r calculates r standards Remark
Viral
Marke
ting (X1)
viral_
marketin
g
1
0,649
0,30
Valid
viral_
marketing2
0,783 Valid
viral_
marketin
g
3
0,791 Valid
viral_
marketin
g
4
0,832 Valid
viral_
marketing5
0,760 Valid
viral_
marketin
g
6
0,758 Valid
Custo
mer
Experi
ence
(X2)
customer_
ex
p
erience1
0,746
0,30
Valid
customer_
experience2
0,730 Valid
customer_
ex
p
erience3
0,749 Valid
customer_
ex
p
erience4
0,762 Valid
customer_
experience5
0,725 Valid
customer_
experience6
0,836 Valid
Purcha
sing
Decision
(Y)
keputusan_
p
embelian1
0,751
0,30
Valid
keputusan_
p
embelian2
0,777 Valid
keputusan_
p
embelian3
0,863 Valid
keputusan_
p
embelian4
0,885 Valid
keputusan_
p
embelian5
0,896 Valid
keputusan_
p
embelian6
0,854 Valid
Based on table 1 it is known that each question
item has a calculated value greater than the standard,
this shows that the question items of each variable
used are valid as a measurement tool for the variables
in this study.
3.1.2 Reliability Test
Reliability test is a tool to measure the reliability of
the questionnaire (Ghozali, 2018). If the respondent's
answer is consistent, then the questionnaire is
declared reliable if Cronbach Alpha has a value > 0,7
(Ghozali, 2018).
Table 2: Reliability test results.
Based on table 2 it is known that each variable has
a Cronbach alpha value greater than 0.70. This shows
that the three question instruments in this study were
declared reliable.
3.2 Classic Assumption Test
3.2.1 Multicollinearity Test
Multicollinearity test has the objective to find out
whether there is a correlation between regression in
the independent variables or not (Ghozali, 2018).
Regression model is declared free from
multicollinearity if it has a variance inflation factor
value < 10 and tolerance value >0,10.
Table 3: Multicollinearity test results.
Based on Table 3 note that each variable free to
have VIF < 10 and the value of tolerance > 0,10, it
indicates that there is no multicollinearity between
independent variables in the regression model.
3.2.2 Normality Test
Normality test aims to find out whether there are
residual variables in the regression model that have a
normal distribution in the regression model (Ghozali,
2018).
Table 4: Normality test results.
ICAESS 2020 - The International Conference on Applied Economics and Social Science
38
Based on table 4 it is known that Ztable is greater
than Zskewness and Zkurtosis, so it can be concluded
that the residual data has a normal distribution.
3.2.3 Heteroscedasticity Test
Heteroscedasticity test has the aim to see whether the
regression model occurred inequality variance from
one observation to observation another residual
(Ghozali, 2018). If the significance value > 0,05, then
there is no heteroscedasticity.
Table 5: Heteroscedasticity test results.
Based on table 5 it is found that the significance
value > 0,05, so that the tested variables are free from
heteroscedasticity.
3.2.4 Linearity Test
Linearity test is used to see whether the specification
of the model used has a linear relationship or not
(Ghozali, 2018). If the significance value < 0.05, then
there is a linear relationship between the independent
variable and the dependent variable (Suhartanto,
2020).
Based on table 6, the linearity test shows the
significance level of the purchase decision variable
with a viral marketing variable of 0,000 < 0.05 and
the significance level of the purchase decision
variable with a customer experience variable of 0,000
< 0.05, so there is a linear relationship between the
independent and dependent variables.
Table 6: Linearity test.
3.2.5 Autocorrelation Test
Autocorrelation test is used to determine whether in
the linear regression model there is a correlation
between the error of the intruder in the t period with
the error of the intruder in the t-1 period (before) and
a good regression model is a regression that is free
from autocorrelation (Ghozali, 2018). The Durbin-
Watson test was used to test the autocorrelation in this
study.
Table 7: Autocorrelation test.
Model R R Square
Adjusted
R Square
Std. Error
of the
Estimate
Durbin-
Watson
1 ,809a ,654 ,650 1,673 2,075
From the Durbin-Watson table with 2
independent variables (k) and 150 n, at a probability
level of 5%, a dl value of 1.71970 and a du value of
1.74652 are obtained. Because of the Durbin- Watson
value of 2.075 > upper limit (du) of 1.74652 and < 4
- du of 2.25348, it can be concluded that H0 cannot
be denied stating that there is no autocorrelation in
this model.
3.3 Multiple Linear Regression
Analysis
Multiple linear regression analysis aims to prove the
value of the influence of viral marketing (X1) and
customer experience (X2) on purchasing decisions
Analysis of Viral Marketing and Customer Experience Influence on Purchasing Decisions through E-Commerce Shopee
39
(Y) (Sugiyono, 2017). The equation of the multiple
linear regression analysis is as follows:
Y = a + b1X1 + b2X2 +e (1)
Remark:
Y : Dependent variable (Purchase Decision).
a : constant.
b : Regression coefficient.
X1 : free variable (Viral Marketing).
X2 : free variable (Customer Experience).
e : Error / variable that is not in the study.
Table 8: Result of multiple linear analysis.
Model
Unstandardized
Coefficients
Sig.
B Std. Error
(
Constant
)
,075 1,248
viral marketin
g
,231 ,070 ,001
customer expe
r
ience ,761 ,070 ,000
Based on table 8 can be seen the multiple linear
regression equation as follows:
Y = 0.075 + 0.231(X1) + 0.761(X2) +e (2)
From this equation, it can be described as follows:
1. The constant value (a) for the regression equation
is 0,075. This means that the average purchase
decision variable will be 0,075 if the viral
marketing and customer experience variables are
zero.
2. Viral marketing variable has a regression
coefficient of 0,231 which means that viral
marketing has a positive influence on purchasing
decisions, meaning that if viral marketing is
increasing, then purchasing decisions are
increasing. Significance value <0,05 which means
there is a significant influence of viral marketing
and shows an increase in 1 viral marketing score
will increase purchasing decisions by 0,231 if the
other variables are constant.
3. The customer experience variable has a regression
coefficient of 0,761, which means the customer
experience has a positive influence on purchasing
decisions, meaning that if the customer
experience increases, the purchasing decision
increases. Significance value < 0,05 which means
there is a significant influence of customer
experience and shows an increase in 1 customer
experience score will increase purchasing
decisions by 0,761 assuming other variables are
constant.
3.4 Hypothesis Test
3.4.1 T Test
T test has the aim to test whether the independent
variables individually have an influence on the
dependent variable (Ghozali, 2018). If the
significance is < 0,05 then the independent variable
significantly influences the dependent variable.
Table 9: T Test.
Based on table 9, the t test results will be
explained as follows:
1. t-test results for the viral marketing variable
obtained t count of 3.28 > t table of 1.655 with a
significance value of 0.001 < 0.05. This means
that H1 is accepted, meaning that viral marketing
has a positive and significant influence on
purchasing decisions.
2. t test results for the customer experience variable
obtained t count of 10.854 > t table of 1.655 with
a significance value of 0.000 < 0.05. This means
that H2 is accepted, meaning that customer
experience has a positive and significant effect on
purchasing decisions.
3.4.2 F Test
The F test has the objective to show whether all
independent variables have a stimulant effect on the
dependent variable (Ghozali, 2018). If the
significance value < 0,05, then all independent
variables have a significant stimulatory effect on the
dependent variable.
Table 10: F Test.
Model df
Mean
Square
F Sig.
Regression 2 389,371 139,177 0,000
Residual 147 2,798
Total 149
Based on table 10 it is known that the F count
value is 139,177 > F table is 3.06 with a significance
value of 0,000 < 0.05, then H3 is accepted, meaning
ICAESS 2020 - The International Conference on Applied Economics and Social Science
40
that the free variable of viral marketing and customer
experience has a positive and significant influence on
purchasing decisions.
3.5 Coefficient of Determination
The coefficient of determination aims to see the
regression model in explaining the variation of the
dependent variable (Ghozali, 2018).
Table 11: Result of the coefficient of determination test.
Table 11 shows the R-Square value is 0.654 which
means that 65.4% of the variable variation can be
explained by viral marketing and customer
experience variables, while the remaining 34.6% is
explained by other variables outside the study.
3.6 Influence of Viral Marketing on
Purchasing Decisions through
Shopee E-Commerce
Based on testing the viral marketing hypothesis on
purchasing decisions using the t test in table 9, the
results obtained viral marketing influence on
purchasing decisions, because the t count of 3.280 > t
table of 1.655 with a significance value of 0.001
<0.05. This shows that H1 is accepted which means
that viral marketing has a positive and significant
influence on purchasing decisions.
There are several studies conducted related to
viral marketing strategy as one of the marketing
strategies used to increase the purchase of products or
services. These studies have been conducted by
Hidayati (2018), Hamdani and Mawardi (2018),
Ni'mah (2018), and Purba (2016). These studies
provide inspiration for this research. This study takes
dimensions that can be used as benchmarks in viral
marketing from Kaplan and Haenlein (2011) which
contain three dimensions, including (a) messenger,
(b) message, and (c) environment.
The difference between this study and previous
research is an analysis that discusses how viral
marketing influences purchasing decisions through e-
commerce Shopee. In this research, viral marketing
can influence purchasing decisions because
consumers will consider a product that is being widely
discussed by the general public. Active in using social
media becomes an important role so that it can
facilitate the dissemination of information about
messages or invitations made by Shopee. This has an
impact on viral marketing strategies that make
potential consumers believe what they say. In
addition, many matters discussed by the public attract
consumers. This makes potential customers aroused to
make purchasing decisions through e- commerce
Shopee.
3.7 Effect of Customer Experience on
Purchasing Decisions through
Shopee E-Commerce
Based on testing the customer experience hypothesis
on purchasing decisions using the t test in table 9,
obtained customer experience results influence on
purchasing decisions, because the t count of 10,854 >
t table of 1,655 with a significance value of 0,000 <
0.05. It shows that H2 is accepted which means
customer experience has a positive and significant
influence on purchasing decisions. T test results also
identify that this variable is the most dominant
independent variable in influencing purchasing
decisions.
There are several studies conducted related to the
customer experience strategy as one of the marketing
strategies used to increase the purchase of products or
services. These studies have been carried out by
Hidayati (2018) and Lung-Yu Li and Long- Yuan Lee
(2016). These studies provide inspiration for this
research. This study takes dimensions that can be used
as benchmarks in customer experience from Schmitt
(1999) which includes five dimensions, including (1)
sense, (2) feel, (3) think, (4) act, and (5) relate.
The difference with previous research is an
analysis that discusses how the influence of customer
experience in influencing purchasing decisions
through e-commerce Shopee. In this study,
customer experience from other consumers by giving
reviews on a product can influence prospective
consumers in choosing a product. When planning
marketing strategies to meet customer needs the
dimensions of consumption of experience must be
taken into account because customers make decisions
through experience all the time when involved in the
service process.
3.8 The Influence of Viral Marketing
and Customer Experience on
Purchasing Decisions through
Shopee E-Commerce
Based on testing the viral marketing hypothesis and
customer experience on purchasing decisions using
Analysis of Viral Marketing and Customer Experience Influence on Purchasing Decisions through E-Commerce Shopee
41
the F test in table 10, the results obtained viral
marketing and customer experience influence the
purchase decision, because the F count value of
139.177 > F table of 3.06 with a significance value of
0.000 < 0.05. This shows that H3 is accepted which
means that viral marketing and customer experience
have a positive and significant influence on
purchasing decisions.
This study takes dimensions that can be used as
benchmarks in purchasing decisions from Abdullah
and Tantri (2018) which contain five dimensions,
including (a) introduction of needs, (b) information
seeking, (c) alternative evaluation, (d) purchasing
decisions, and (e) behaviour after purchase.
Research that discusses the effect of viral
marketing and customer experience together in
influencing decisions has not been done. In this study,
the results of research that have been done show that
prospective consumers are currently more interested
in what is being viral in the community, especially
those who are young at heart and do not want to miss
the trend. This can be seen from the large number of
respondents in the age range 18-22 years in this study,
the majority are also students who are still young at
heart then it will be easier to be attracted to things that
are viral and interested in trying to use a product that
is being viral. In addition to something viral,
prospective consumers will also consider the
experience of customers who have already used
Shoppe as an online shopping medium. This is
because prospective consumers want to convince
themselves not to choose the wrong product so that
potential customers seek information in advance
during the purchase decision process.
4 CONCLUSIONS
The purpose of this study was to determine whether
viral marketing and customer experience can
influence the purchasing decisions of Shopee users in
Batam with a sample of 150 people. The conclusions
from the results of testing variables that are thought
to influence purchasing decisions through e-
commerce Shopee include:
1. Viral marketing has a positive and significant
influence on purchasing decisions. It is based on t
test that the viral marketing variable has a t count
of 3.280 > t table of 1.655 with a significance
value of 0.001 <0.05.
2. Customer experience has a positive and
significant influence on purchasing decisions. It is
based on t test that the customer experience
variable has a t count of 10.854 > t table of 1.655
with a significance value of 0.000 < 0.05.
3. Viral marketing and customer experience have a
positive and significant influence on purchasing
decisions. This is based on the results of the
analysis obtained using the F test that the viral
marketing and customer experience variables
have a F count value of 139.177 > F table of 3.06
with a significance value of 0.000 < 0.05.
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