Pengaruh Viral Marketing dan Variasi Menu Terhadap Keputusan Pembelian dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Kedai Kerang Dekaje Di Kota Metro

Abstract

The presence of rapidly developing technology today means that people get more information on social media. The growing trend of adopting social media as a marketing activity means that business actors are required to be smarter in their approach to consumers. Through social media, consumers and entrepreneurs are more effective in interacting indirectly. This research aims to determine the influence of Viral Marketing on Purchasing Decisions on Dekaje Shellfish. To find out how menu variations influence purchasing decisions at the Dekaje Shellfish Shop. To find out how consumer satisfaction influences purchasing decisions. To find out whether Viral Marketing and Menu Variations have a positive effect on Purchasing Decisions at the Dekaje Shellfish Shop and Consumer Satisfaction as an intervening variable. The sample in this study was 95 consumers of Kerang Kerang Dekaje. Data collection uses a questionnaire and data analysis uses, validity test, reliability test, normality test, linearity test, homogeneity test, t test, path analysis test using the program (SPSS). The research results show that there is a direct and significant influence of Viral Marketing and Menu Variations on Purchasing Decisions, there is a direct and significant influence of Viral Marketing and Menu Variations on Consumer Satisfaction, and there is an indirect and significant influence of Viral Marketing and Menu Variations on Purchasing Decisions and Consumer Satisfaction As an Intervening Variable