PENGARUH ONLINE CUSTOMER REVIEW, VIRAL MARKETING, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU VENTELA GENERASI Z MUSLIM DI SAMARINDA

Abstract

Ahmad Mujahit Firdaus, 2024. “The Effect of Online Customer Reviews, Viral Marketing and Price on Purchasing Decisions for Generation Z Muslim Ventela Shoes in Samarinda”. Thesis, Department of Economics and Islamic Business, Sultan Aji Muhammad Idris Islamic University Samarinda. This research was supervised by Muhammad Iswadi, M.Si and Nur Rahamatullah, M.S.A.

At this time, fashion is excellent for young people, especially among Gen Z. Fashion itself includes appearances that are shown to be self-identity in order to be a good assessment in the eyes of others. One example that is displayed by young people is shoes. In addition to being a protective device for feet from heat and sharp objects that can threaten one's feet, shoes are also a supporting component in terms of lifestyle. At this time, there are many shoe brands made in the country and are well known by the public, including Aero Street, Compas, Sage, and Ventela. Among the three local brands, Ventela has a fairly high interest among young people because Ventela gives a sporty and casual theme to its shoes, which is a plus for them. The purpose of this study was to determine the effect of Online Customer Reviews, Viral Marketing, and Price partially and simultaneously on purchasing decisions for Generation Z Muslim Ventela shoe products in Samarinda.

This study uses quantitative research, and the population in this study is Generation Z Muslims in Samarinda who use Ventela shoes. Determination of the population in this study used the Lemeshow formula because the population in this study is not known—the exact number of Gen Z Muslims in Samarinda—while in determining the sample, probability sampling was used with a total of 100 respondents who became the object of research. Data collection techniques were conducted through distributing questionnaires and also documentation techniques, and using a Likert scale as a measurement scale. The data analysis technique used is the research instrument test, the classical assumption test, and the research hypothesis test with the help of SPSS 21 software.

The results of this study indicate that partially, Online Customer Reviews do not have a positive and significant effect on purchasing decisions with a sig value of 0.650 > 0.10. Viral Marketing variables have a positive and significant effect on purchasing decisions with a sig value of 0.000 < 0.10. The Price variable has a positive and significant effect on purchasing decisions with a value of 0.000 < 0.10. In simultaneous testing, Online Customer Reviews (X1), Viral Marketing (X2), and Price (X3) have a simultaneous or joint influence on Purchasing Decisions (Y) with a value of 0.000 < 0.10. The percentage given by variables X1, X2, and X3 to variable Y is 61.1%, and the remaining 38.9%.