PENGARUH VIRAL MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE BEHAVIOR DENGAN PURCHASE INTENTION SEBAGAI MEDIASI

This study aims: to examine the effect of viral marketing and online customer reviews on purchase behavior with purchase intention as mediation for consumers of Make Over beauty products through TikTok media. The sampling technique used purposive sampling and data collection using an online survey with a sample of 238. The data analysis method used was path analysis. The results of this study are that viral marketing and online customer reviews have a positive and significant effect on purchase intention, and viral marketing, and online customer reviews have a positive and significant effect on purchase behavior, purchase intention has a positive and significant effect on purchase behavior. Testing Sobel's hypothesis shows that purchase intention mediates the effect of viral marketing and online customer reviews on purchase behavior