THE INFLUENCE OF VIRAL MARKETING, SOCIAL MEDIA MARKETING AND CONSUMER ONLINE REVIEW ON PURCHASING DECISIONS FOR THE TIKTOK PLATFORM PERSPECTIVE (LITERATURE REVIEW)

Salsabila Maisah Andani, Dewita Dewita, Nabilah Razan, Diana Rosalina Siregar, Sri Rahayu

Abstract


Viral marketing is a phenomenon that arises along with the development of social media marketing.Analysis of the Influence of Viral Marketing Social Media Marketing, and Consumer Online Review on Purchasing Decisions Perspective of the Tiktok Platform (Literature Review) is a scientific article of literature study within the scope of the field of Marketing Management. The purpose of this article is to build hypotheses of influence between variables that will be used in further research. Research objects in online libraries, Google Scholar, Google Books, Publish or Perish and other academic online media.  The exploratory nature of quantitative assessment is one of the reasons for conducting the research. This article reviews the influence of Viral Marketing, Social Media Marketing, Consumer Online Review on Purchasing Decisions. The research method with library research sourced from e-books and open access e-journals. This research analysis uses descriptive qualitative. The results of this article: 1) Viral Marketing affects purchasing decisions 2) Social Media Marketing affects purchasing decisions 3) Consumer Online Review affects purchasing decisions.


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References


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DOI: https://doi.org/10.3059/insis.v0i0.23624

DOI (PDF): https://doi.org/10.3059/insis.v0i0.23624.g12960

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