PENGARUH INFLUENCER MARKETING, ONLINE COSTUMER REVIEWS DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LE MINERALE (Studi Kasus Mahasiswa/i Universitas Nusa Putra Sukabumi)

This study aims to determine the effect of influencer marketing, online customer reviews, and viral marketing on purchasing decisions on Le Minerale products for students at Nusa Putra University, Sukabumi. Sampling in this study used a purposive sampling technique with 361 respondents from Nusa Putra University who had made purchases on Le Minerale products. In this study, purchasing decisions act as dependent variables, while influencer marketing, online customer reviews, and viral marketing are independent variables. This study uses quantitative research methods. Data analysis uses multiple linear regression analysis using statistical t-testing as a hypothesis test.
The results of the study show that: (1) Influencer Marketing plays an important role in influencing the Purchasing Decisions of Nusa Putra University students towards Le Minerale products. This shows that the efforts of influencers, namely the National Team players, attract interest and persuade consumers to purchase Le Minerale mineral water products. (2) Online Costumer Reviews have a significant influence on the purchasing decisions of Nusa Putra University students who tend to prefer Le Minerale products because they see positive reviews from consumers through the social media of the National Team players about Le Minerale products, which reflects that they have their trust in reviews from other consumers.
(3) Viral marketing has been proven to have a significant influence on purchasing decisions. Nusa Putra University students tend to choose Le Minerale products because of the content marketing provided by the Le Minerale brand, which collaborates with Indonesian National Team players in the form of interesting and contemporary content. This shows that a marketing strategy that combines emotional elements, nationalism, and social trends can increase product appeal and encourage consumers to make purchases.
When the factors of Influencer Marketing, Online Customer Reviews and Viral Marketing are considered together, this study found that the three factors collectively have a significant influence on Purchase Decisions on Le Minerale products. This shows that a combination of marketing strategies involving trusted Influencers, positive online reviews, and engaging viral marketing is key in influencing consumer purchase decisions.
Keywords : : Influencer Marketing, Online Costumer Reviews, Viral Marketing, Purchase Decisions