Pengaruh Online Customer Review Dan Viral Marketing Terhadap Keputusan Pembelian Roti Ice Cream Roti’O (Studi Kasus Roti’O AEON Deltamas)

Abstract

The purpose of this study is to examine how online customer reviews and viral marketing
impact people's decisions to buy roti'o ice cream bread. This study employed a quantitative
research methodology. The consumers of Roti'O ice cream bread who have purchased and
tried the product served as the study's population. One method of gathering data is through
surveys with 100 responders that are directed to Roti'O ice cream customers. With SmartPLS
4.0 software, partial least squares (PLS) are used in this study analysis approach to handle
data. Purposive sampling was used to get this study sample. The findings of a well-structured
study description lead to the conclusion that viral marketing and online customer reviews
positively and significantly affect consumers' decisions to buy Roti'o AEON Deltamas ice
cream bread