PURCHASING DECISION OF PRODUCTS ON MARKETPLACES REVIEWED FROM CONSUMER TRUST, PRODUCT QUALITY, & VIRAL MARKETING
Keywords:
Customer Trust, Product Quality, Viral Marketing, and Purchasing Decisions.Abstract
This study aims to determine and analyse the effect of consumer trust, product quality
& viral marketing on purchasing decisions for fashion products in thie Shopieie
markietplacie. Thie population in this study wierie studients of Univiersitas 17 August
1945 Surabaya who had bought fashion products at thie Shopieie markietplacie. Thie
samplie in thie study was 96 riespondients obtainied from distributing quiestionnairies
by riesiearchiers. Thie miethod usied in this riesiearch is quantitativie miethod. Thie
instrumients in this study wierie tiestied using validity tiests and rieliability tiests
which wierie compliemientied by classical assumption tiests consisting of data
normality tiests, multicolliniearity tiests, and hietierosciedasticity tiests. Thie data
analysis tiechniquie usies multiplie liniear riegriession corrielation coiefficiients
consisting of thie T tiest, and thie coiefficiient of dietiermination tiest. Consumier
Trust (X1), Product Quality (X2), Viral Markieting (X3), and Purchasing Diecisions
(Y). Thie riesults of thie multiplie riegriession corrielation coiefficiient producie thie
iequation Y = 7.454 + 0.150 X1 + 0.095 X2 + 0.822 X3 + ie. Partial tiest riesults show
that thie Consumier Trust variablie has a positivie and significant ieffiect on consumier
purchasing diecisions, thie Product Quality variablie has a positivie and significant
ieffiect on purchasing diecisions, and thie Viral Markieting variablie has a positivie
and significant ieffiect on purchasing diecisions, and thie purchasie diecision
