The Influence of Viral Marketing, E-Trust, and Social Media Marketing on Purchasing Interest Mediated by Customer Satisfaction on Skintific Products

Muhammad Aldwin Daniswara Thamrin; Zulfitri Zulfitri

Authors

Muhammad Aldwin Daniswara Thamrin Faculty of Economics and Business, Mercu Buana University
Zulfitri Zulfitri Faculty of Economics and Business, Mercu Buana University

Keywords:

Viral Marketing, E-Trust, Social Media Marketing, Purchase Interest, Customer Satisfaction, Scientific Products

Abstract

This study aims to determine the effect of viral marketing, e-trust and social media marketing on purchase intention mediated by customer satisfaction (a study on scientific products in West Jakarta). The research was conducted on 130 respondents with 150 tabulated answers using a quantitative approach. The research model used is Structural Equation Model (SEM). The results of the study indicate that viral marketing does not affect customer satisfaction, e-trust affects customer satisfaction, social media marketing does not affect customer satisfaction, customer satisfaction affects purchase intention, customer satisfaction does not mediate between viral marketing and purchase intention, customer satisfaction mediates between e-trust and purchase intention, customer satisfaction does not mediate between social media marketing and purchase intention.

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