Abstract
Abstract: The purpose of this study is to analyze how consumer behavior mediates the impact of viral marketing on Tiktok and Instagram on interest in purchasing real estate in Citraland Utara Surabaya. The population in this research is Citraland Utara potential consumers and the number of TikTok and Instagram followers is 18,000. The sample used in this study is 391 samples. The data analysis technique used in this research is structural equation modeling (SEM) which uses the PLS method with the help of the SmartPLS version 3 program. Based on the results of data processing, analysis and discussions carried out by researchers, it can be concluded that viral marketing on Tiktok or Instagram has a significant and positive effect on North Citraland consumer behavior. Apart from that, viral marketing on TikTok or Instagram also has a significant and positive influence on North Citraland consumers' buying interest. North Citraland consumer behavior has a significant and positive influence on North Citraland consumer buying interest. Consumer behavior has also been proven to mediate the relationship between viral marketing on TikTok or Instagram and North Citraland consumers' buying interest. Keywords: viral marketing, buying interest, consumer behavior Abstrak: Tujuan dari penelitian ini adalah untuk mengetahui pengaruh viral marketing di Tiktok dan Instagram terhadap minat beli properti Citraland Utara Surabaya yang dimediasi oleh perilaku konsumen. Populasi dalam penelitian ini adalah calon konsumen Citraland Utara dan jumlah followers TikTok dan Instagram yang berjumlah 18000 dan sampel yang digunakan sebanyak 391 sampel. Teknik analisis data yang digunakan pada penelitian ini adalah dengan menggunakan structural equation modeling (SEM) yang menggunakan metode PLS dengan bantuan program SmartPLS versi3. Berdasarkan dari hasil olah data, analisa, dan pembahasan yang telah dilakukan oleh peneliti dapat disimpulkan bahwa viral marketing di Tiktok atau Instagram berpengaruh signifikan dan positif terhadap perilaku konsumen Citraland Utara. Selain itu, viral marketing di TikTok atau Instagram juga berpengaruh signifikan dan positif terhadap minat beli konsumen Citraland Utara. Perilaku konsumen Citraland Utara berpengaruh signifikan dan positif terhadap minat beli konsumen Citraland Utara. Perilaku konsumen juga terbukti memediasi hubungan antara viral marketing di TikTok atau Instagram dengan minat beli konsumen Citraland Utara. Kata Kunci: viral marketing, minat beli, perilaku konsumen
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