How Social Media Marketing Influences Online Purchasing Decision: Study of the Viral Marketing and Perceived Ease of Use
Abstract
Social media presents potentially seductive opportunities for new forms of communication and commerce between marketers and consumers. As advertisers typically want to find some way to follow their target audiences, many new media opportunities are presented to advertisers. The purpose of this study examined viral marketing and perceived ease of use influence on online purchasing decisions. This research is a quantitative research using non-probability sampling method with judgmental sampling technique. Data were collected using questionnaires from 110 respondents. The scale of measurement in this study was done using Likert scale and then analyzed using multiple linear regression. The results show that viral marketing and perceived ease of use have a significant influence on the online purchasing decision.
Keywords: viral marketing, perceived ease of use, social media
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