Abstract
This study aims to prove and analyze the effect of Viral Marketing, Online Customer Review, Price Perception and Trust on Purchasing Decisions with Lifestyle as an Intervening Variable in the Shopee Marketplace in Surabaya City. Collecting research data using the documentation method. The data analysis technique of this research uses descriptive statistical analysis and hypothesis testing of the Inner model and Outer model. Sources of data obtained from questionnaires with a picket measurement scale distributed to Shopee marketplace users in the city of Surabaya. This type of research is an associative research. This study shows that Viral Marketing, Price Perception, Trust has a positive and significant effect on lifestyle. Online Customer Reviews do not have a positive effect on lifestyle. Meanwhile, Viral Marketing, Online Customer Reviews, Price Perception, Trust have a positive and significant effect on purchasing decisions.
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