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<http://katalog.ukdw.ac.id/id/eprint/8892> <http://purl.org/dc/terms/title> "PENGARUH WORD OF MOUTH, VIRAL MARKETING DAN CUSTOMER TRUST TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE MELALUI SHOPEE DI YOGYAKARTA"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://katalog.ukdw.ac.id/id/eprint/8892> <http://purl.org/ontology/bibo/abstract> "Perkembangan teknologi dan informasi telah mempengaruhi dunia usaha khususnya di Indonesia. Konsumen lebih mudah mendapatkan informasi mengenai suatu produk, lebih mudah membandingkan produk di satu toko dengan toko lainnya, bahkan kini aktivitas jual beli dapat dilakukan secara online tanpa tatap muka. Pasar virtual yang mempertemukan penjual dan pembeli untuk melakukan berbagai transaksi disebut pasar. Salah satu marketplace yang populer di Indonesia saat ini adalah Shopee. Penelitian ini bertujuan untuk mengetahui pengaruh Word of Mouth, Viral Marketing, dan Kepercayaan Pelanggan terhadap Keputusan Pembelian Online di Shopee. Penulis menggunakan penelitian asosiatif kausal, jumlah responden dalam penelitian ini sebanyak 100 orang dengan menggunakan teknik purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner melalui google form. Data yang diperoleh telah diolah dengan IMB SPSS. Beberapa analisis yang dilakukan adalah analisis regresi linear berganda, uji koefisien determinasi, Uji T, dan Uji F. Hasil penelitian membuktikan bahwa secara parsial Word of Mouth, Viral Marketing, dan Customer Trust berpengaruh terhadap Keputusan Pembelian online di Shopee dan secara simultan Word of Mouth, Viral Marketing, dan Customer Trust berpengaruh terhadap Keputusan Pembelian online di Shopee. Sedangkan untuk Keputusan Pembelian online di Shope dipengaruhi sebesar 58,9% oleh Word of Mouth, Viral Marketing, dan Kepercayaan Pelanggan."^^<http://www.w3.org/2001/XMLSchema#string> .
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