THE EFFECT OF VIRAL MARKETING, PRICE PERCEPTION, TRUST AND LIFESTYLE ON PURCHASE DECISION (CASE STUDY: MIXUE JABODETABEK)

Abstract

This study analyzes The Effect of Viral Marketing, Price Perception, Trust & Lifestyle on Purchase Decision. The research method employed is a survey using questionnaires distributed to respondents who are consumers of MIXUE Jabodetabek. The research sample consists of 100 selected respondents with a quantitative data analysis performed using SEM-PLS 4. This study show that: 1). Viral marketing has positive effect on lifestyle, but has negative effect on purchasing decision. 2). Price perception has negative effect on lifestyle, but has positive effect on purchase decision. 3). Trust has positive effect both on lifestyle and purchasing decision. 4). Lifestyle has negative effect on purchasing decision. This research contributes to the understanding of the importance of viral marketing, price perception, and trust in influencing purchase decisions. The results of this research can be utilized by MIXUE Jabodetabek as well as other companies in developing effective marketing strategies to enhance consumer purchase decisions.