Lifestyle Moderation: Viral Marketing And Purchase Decision In E-Commerce

Abstract

This study aims to analyze the effect of viral marketing on purchasing decisions and lifestyle moderation between viral marketing and purchasing decisions. This type of research is quantitative research. The sample in this study was 97 respondents who shopped through E-Commerce with a simple random sampling technique in the Tangerang area. Data were taken using a questionnaire instrument with a Likert scale rating of 1-5 and analyzed using SPSS version 26 software. The results showed a significant and positive effect of the viral marketing variable on purchasing decisions with a t count of 6,646 > 1,986. Based on the results of the Sobel test, lifestyle is a mediator between viral marketing and consumer purchasing decisions for shopping in E-commerce with a t count of 3.78 > 1.986. By looking at the determination results, purchasing decisions can be explained by viral marketing and lifestyle variables by 71.2 percent. This indicates that lifestyle becomes a consumer booster to make decisions in shopping through E-commerce, where businesses carry out viral marketing strategies in offering their products/services. In modern times, lifestyles have developed which make a person or group of people keep up with the times, making someone like to shop.