The Effect of Viral Marketing on Blackberry Messenger Applications on Customer Satisfaction Through Purchasing Decisions on University Students in Sidoarjo



Author (s)


(1)  Mochamad Rizal Yulianto   (Fakultas Ekonomi, STIE Perbanas Surabaya)  
        Indonesia
(2)  Suhartono Suhartono   (Fakultas Ekonomi, STIE Perbanas Surabaya)  
        Indonesia
(3) * Ronny Ronny   (Fakultas Ekonomi, STIE Perbanas Surabaya)  
        Indonesia
(*) Corresponding Author

Abstract


The purpose of this study is to examine the effect of viral marketing on Blackberry Messenger applications on customer satisfaction through purchasing decisions on university students in Sidoarjo. This research hypothesis states that viral marketing affect customer satisfaction through purchasing decisions. This research data was collected by questionnaires distributed to 180 respondents in several universities in Sidoarjo. From the data obtained then tested the validity test, reliability test and structure equation model analysis using the SmartPLS statistical application. The results of this study indicate that viral marketing on the Blackberry Messenger application have a significant positive effect on customer satisfaction through purchasing decisions on university students in Sidoarjo


Keywords

viral marketing; customer satisfaction; purchasing decisions



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