VIRAL MARKETING SOCIAL MEDIA DAN PHYSICAL EVIDENCE PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PADA MIE GACOAN DI SURABAYA TIMUR

Abstract

The impact of the development of the internet today, which is increasingly widespread, can cause business people to determine strategies to market their products through social media. The existence of the internet makes product marketing more effective because the information that is disseminated will be conveyed quickly, get a lot of attention from potential consumers, and then go viral quickly. Apart from the virality of a product, one of the factors considered by consumers in their decision-making is physical evidence. The more attractive the Physical Evidence, the further it will increase consumer buying interest. With Viral Marketing and Physical Evidence, it can lead to stronger purchasing decisions for consumers. This study aims to analyze and determine quantitatively the influence of Viral Marketing Social Media and Physical Evidence on Purchasing Decisions. Data collection in this study used a questionnaire distributed via Google Form. The sample in this study used a non-probability sampling method using a purposive sampling technique of 100 people. The analysis techniques used in this research are the classical assumption test, multiple linear regression test, and hypothesis testing. The results of this study indicate that partially and simultaneously all independent variables, namely Viral Marketing Social Media and Physical Evidence, have a positive and significant effect on the dependent variable, namely the Purchase Decision of Mie Gacoan in East Surabaya. The recommendations from the author should clarify product information about advantages, prices, product details, and post-purchase activities of other parties that are conveyed via Instagram and TikTok. Apart from that, you should also improve the layout, lighting, and music at Mie Gacoan outlets.