Pengaruh Viral Marketing, Influencer Marketing, dan Flash Sale Terhadap Keputusan Pembelian Vaseline Hand dan Body Lotion di Shopee (Studi Empiris Generasi Z Mahasiswa ITB Widya Gama Lumajang)

Abstrak

Digital marketing strategies in the era of digitalization play a crucial role in interacting with consumers to achieve sales targets. In this regard, a study was conducted to determine the impact of digital marketing strategies such as viral marketing, influencer marketing, and flash sales on consumer decisions to purchase Vaseline Hand and Body Lotion on the Shopee e-commerce platform. The population in this study consisted of Generation Z students from ITB Widya Gama Lumajang, batch of 2021, with a total of 137 respondents. The sampling technique used in this study was non-probability sampling, resulting in a sample size of 58 respondents calculated using the Slovin formula. The research method employed was quantitative. Data analysis was conducted using multiple linear regression analysis. The test results indicated that: 1) viral marketing has a significant impact on consumer decisions to purchase Vaseline Hand and Body Lotion on Shopee, 2) influencer marketing has a significant impact on consumer decisions to purchase Vaseline Hand and Body Lotion on Shopee, and 3) flash sales have a significant impact on purchasing decisions for Vaseline Hand and Body Lotion on Shopee.