The Influence of Viral Marketing and Sales Promotion on Purchase Decisions on Shopee

Abstrak

As time progresses, modern marketing has begun utilizing electronic media and more advanced platforms, commonly known as digital marketing. The emergence of digital marketing has gradually transformed consumer shopping habits, making online shopping through e-commerce more prevalent. The marketing techniques commonly used by e- commerce platforms in digital marketing include viral marketing and sales promotion. One of the e-commerce platforms with the highest number of users in Indonesia is Shopee. The purpose of this study was to determine the description of viral marketing, sales promotion and purchasing decisions on Shopee. To determine the effect of viral marketing, and sales promotion on purchasing decisions on Shopee. The research method used is simple linear regression analysis using SPSS 25 Software. The results of the study showed that the average frequency distribution score of respondents' answers for the viral marketing variable was 336.44, categorized as high. The sales promotion variable had an average score of 339.4, also categorized as high, while the purchase decision variable had an average score of 342, categorized as high. The results of the study indicate a positive and significant influence of the viral marketing variable (X1) on purchase decisions on Shopee, with a significance value of 0.000 < 0.05, and the sales promotion variable (X2) with a significance value of 0.002 < 0.05. The viral marketing and sales promotion variables influence purchase decisions on Shopee by 76.5%, while the remaining 23.5% is influenced by other variables not included in this study. It is recommended that Shopee increase its product stock to enhance customer purchase decisions.