The Influence Of Viral Marketing And Price On Consumer Buying Interest In The Shopee Application

Abstract

This study aims to determine the effect of viral marketing and price on buying interest in the Shopee application. This type of research is quantitative. The population in this study were management students at Ibn Khaldun University Bogor Class of 2019 with a sample size of 103 respondents. The instrument in this study was a questionnaire. The results of the research instrument test using multiple regression analysis tests, t tests and f tests, which show that viral marketing and price have a significant effect on Purchase Interest. Viral Marketing t test results have an effect, obtained tcount 2.562> t table 1.984 which means Ho1 is rejected and Ha1 is accepted, the price t test results obtained are tcount 5.621> t table 1.984, then HO2 is rejected and Hα2 is accepted. And the results of the f test were obtained at 73.913> 3.19, meaning that Ho3 was rejected and Ha3 was accepted, so it can be concluded that the independent variables Viral Marketing (X1) and Price (X2) simultaneously and significantly affect Purchase Interest (Y). based on the results of these data it can be concluded that Viral Marketing and Price have an effect on buying interest