The Appeal of Viral Marketing, Product Photos, and Ratings: The Key to Increasing Purchase Decisions through Purchase Intention

Irsan Safardi; Rini Hidayati

doi:10.58777/mcb.v2i1.481

Authors

Irsan Safardi Faculty of Economics and Business, YARSI University, Jakarta
Rini Hidayati Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/mcb.v2i1.481

Keywords:

Viral Marketing, Product Photos, Ratings, Purchase Decisions, Customer Purchase Interest

Abstract

The study aimed to examine the effect of Viral Marketing, Product Photos, and Ratings on Purchasing Decisions among students, with Customer Purchase Intention acting as a mediating variable. The research was conducted on students from the Faculty of Economics and Business, Yarsi University, class of 2019. Using purposive sampling, 75 student respondents were selected. Data was collected through a survey method using a structured questionnaire. The results revealed that Viral Marketing has a negative and significant effect on Purchasing Decisions, while Product Photos and Ratings both have a positive and significant effect. Furthermore, Viral Marketing positively and significantly influences Customer Purchase Intentions, whereas Product Photos have a positive but insignificant effect. Customer Purchase Intentions, in turn, have a positive and significant effect on Purchasing Decisions and successfully mediate the relationship between Viral Marketing, Product Photos, and Ratings with Purchasing Decisions. Managerial Implications This research suggests that e-commerce businesses, particularly on platforms like Shopee, should focus on enhancing product photo quality and encouraging positive customer ratings to strengthen purchase decisions. Although Viral Marketing may not directly lead to purchases, it significantly boosts customer interest.

References

Aeni, H. N. (2021). Pengaruh harga, promosi dan penilaian produk terhadap keputusan pembelian pada marketplace Shopee (Skripsi). IAIN Purwokerto.

Apriadi, D. (2017). Pengaruh Foto Produk Terhadap Minat Beli Konsumen di Online Shop. Jurnal Manajemen Bisnis, 12(1), 33–42.

Apriadi, Z. (2017). Efektifitas foto makanan dalam proses pengambilan keputusan pembelian konsumen (Skripsi). UIN Kalijaga.

Arbani, P. (2020). Pengaruh Rating dan Review Terhadap Keputusan Pembelian di Shopee. Jurnal Riset Ekonomi dan Bisnis, 8(2), 112–118.

Auliya, A. (2017). Analisis Rating dan Ulasan Terhadap Keputusan Pembelian Konsumen. Jurnal Bisnis dan Digital Marketing, 5(3), 88–95.

Cheng, L. & Yee, J. (2014). The Relationship Between Purchase Intention and Actual Purchase. International Journal of Marketing Studies, 6(4), 50–56.

Egger, F. (2006). Trust Me, I'm an Online Vendor. Human-Computer Interaction Journal, 21(1), 101–123.

Fauzi, S., & Lina, L. F. (2021). Peran foto produk, online customer review, online customer rating pada minat beli konsumen di e-commerce. Jurnal Manajemen dan Bisnis, 9(2), 150–156. https://doi.org/10.24853/jmmb.2.1.151-156

Guo, S., Wang, M., & Leskovec, J. (2014). The Role of Rating in E-commerce: A Perspective. Information Systems Research, 25(3), 529–546.

Ichsan, I., Faradina, D., & Rohman, M. (2018). Pengaruh Rating dan Review Terhadap Minat Beli Konsumen. Jurnal Ilmu Manajemen, 6(1), 14–20.

Irawan, R. (2019). Viral Marketing dan Pengaruhnya Terhadap Konsumen Milenial. Jurnal Ilmu Komunikasi, 7(1), 55–62.

Jalilvand, M. R. (2012). The Effect of Electronic Word of Mouth on Purchase Intention. Internet Research, 22(5), 591–612. https://doi.org/10.1108/10662241211271563

Kaloka, D. (2016). Viral Marketing dan Brand Awareness. Jurnal Administrasi Bisnis, 2(4), 19–24.

Kang, J. & Namkung, Y. (2019). The Effect of Online Review and Rating on Purchase Decision. Tourism Management Perspectives, 31, 1–8.

Lestari, T. (2019). Evaluasi Viral Marketing pada Perilaku Konsumen. Jurnal Bisnis Online, 4(2), 101–109. https://doi.org/10.15548/jebi.v4i1.222

Liu, H.-H., & Nien, Y. (2019). Interrelationships between viral marketing and purchase intention via customer-based brand equity. American Journal of Industrial and Business Management, 9(1), 72–83. https://doi.org/10.12691/jbms-7-2-3

Moe, W. W., & Schweidel, D. A. (2012). Online product opinions: Incidence, evaluation, and evolution. Marketing Science, 31(3), 372–386. https://doi.org/10.1287/mksc.1110.0662

Putri, I. R., & Febrianti, A. (2020). Dampak Viral Marketing Terhadap Keputusan Pembelian Produk Fashion Online. Jurnal Ekonomi dan Bisnis Digital, 3(1), 66–72.

Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Prentice Hall.

Servanda, R., Yuliana, L., & Citra, D. (2019). Foto Produk dan Keputusan Pembelian di Marketplace. Jurnal E-Bisnis, 4(1), 23–30.

Suciati, R. (2021). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Konsumen Shopee. Jurnal Komunikasi Digital, 3(2), 77–85.

Sukron, M. (2019). Peran Minat Beli sebagai Mediasi Pengaruh Rating terhadap Keputusan Pembelian. Jurnal Riset Ekonomi dan Bisnis, 5(3), 103–110.

Velita, E. (2012). Visual Marketing dalam E-Commerce. Jurnal Desain Komunikasi Visual, 1(2), 17–25.

Wei Di, G., Wang, Y., & Zhou, H. (2014). Product Presentation and Visual Persuasion in Online Shopping. Journal of Interactive Marketing, 28(3), 153–165.

Xin, Z., Zhang, H., & Wang, L. (2016). Impact of Product Images on Consumer Decision-Making. Marketing Science Review, 32(2), 75–89.

Zeng, Y. & Yuen, K. F. (2015). Consumer Purchase Intention in Online Retailing. Journal of Retailing and Consumer Services, 22, 42–50.