Pengaruh Motif Rasional dan Motif Emosional terhadap Keputusan Pembelian Produk pada Platform E-Commerce Shopee melalui Viral Marketing pada Mahasiswa FEB Universitas Muhammadiyah Surabaya

Perilaku pembelian seseorang terhadap suatu produk memiliki perbedaan preferensi. Dalam hal ini sangat dibutuhkan berbagai informasi dan referensi tentang suatu produk tersebut sehingga sampai pada tahap pengambilan keputusan pembelian. Penelitian ini bertujuan (1) Untuk mengetahui pengaruh secara langsung motif rasional terhadap keputusan pembelian produk platform e-commerce shopee pada Mahasiswa FEB Universitas Muhammadiyah Surabaya. (2) Untuk mengetahui pengaruh secara langsung motif emosional terhadap keputusan pembelian produk platform e-commerce shopee pada Mahasiswa FEB Universitas Muhammadiyah Surabaya. (3) Untuk mengetahui pengaruh secara langsung viral marketing terhadap keputusan pembelian produk platform e-commerce shopee pada Mahasiswa FEB Universitas Muhammadiyah Surabaya. (4) Untuk mengetahui pengaruh motif rasional terhadap keputusan pembelian produk platform e-commerce shopee melalui viral marketing pada Mahasiswa FEB Universitas Muhammadiyah Surabaya. (5) Untuk mengetahui pengaruh motif emosional terhadap keputusan pembelian produk platform e-commerce shopee melalui viral marketing pada Mahasiswa FEB Universitas Muhammadiyah Surabaya. Metode penelitian ini menggunakan pendekatan kuantitatif. Teknik pengambilan sampel dalam penelitian ini menggunakan metode stratified random sampling sehingga ditentukan jumlahnya sebesar 87 Mahasiswa. Teknik analisis data menggunakan analisis jalur dengan software SmartPLS. Hasil penelitian ini menunjukkan bahwa (1) Motif rasional berpengaruh signifikan terhadap keputusan pembelian, (2) Motif emosional berpengaruh signifikan terhadap keputusan pembelian, (3) Viral marketing berpengaruh signifikan terhadap keputusan pembelian, (4) Motif rasional berpengaruh signifikan terhadap keputusan pembelian melaui viral marketing, (5) Motif emosional berpengaruh signifikan terhadap keputusan pembelian melaui viral marketing.

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A person's purchasing behaviour towards a product has different preferences. In this case, various information and references about a product are needed so that they reach the stage of making a purchasing decision. This study aims (1) To determine the direct influence of rational motives on the decision to purchase shopee e-commerce platform products on FEB Students of Universitas Muhammadiyah Surabaya. (2) To determine the direct influence of emotional motives on the decision to purchase shopee e-commerce platform products on FEB Students of Muhammadiyah University of Surabaya. (3) To determine the direct influence of viral marketing on the purchase decision of the Shopee e-commerce platform product on FEB Students of Universitas Muhammadiyah Surabaya. (4) To determine the influence of rational motives on the purchase decision of the Shopee e-commerce platform product through viral marketing on FEB Students of Universitas Muhammadiyah Surabaya. (5) To determine the influence of emotional motives on the purchase decision of the Shopee e-commerce platform product through viral marketing on FEB Students of Universitas Muhammadiyah Surabaya. The research method used is a quantitative approach. The sampling technique in this study used the stratified random sampling method so that the number was determined to be 87 students. The data analysis technique used path analysis with SmartPLS software. The results of this study indicate that (1) Rational motives have a significant effect on purchasing decisions, (2) Emotional motives have a significant effect on purchasing decisions, (3) Viral marketing has a significant effect on purchasing decisions, (4) Rational motives have a significant effect on purchasing decisions through viral marketing, (5) Emotional motives have a significant effect on purchasing decisions through viral marketing.