PENGARUH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN KONSUMEN (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Malang yang Melakukan Pembelian Online Melalui Aplikasi Shopee)

This study aims to determine the effect of viral marketing on purchasing decisions through consumer confidence who make online purchases through the Shopee application partially or simultaneous. The population in this study were students of the Faculty of Economics and Business, University of Muhammadiyah Malang with a total sample of 100 respondents. The sampling technique used in this study is proposive sampling with the criteria of active students from the Faculty of Economics and Business, University of Muhammadiyah Malang, having the Shopee application on a personal smartphone, and having made online purchases at Shopee more than twice within 6 months. The results show that viral marketing has a positive and significant effect on purchasing decisions through consumer trust. Based on the results of this study, it can be concluded that viral marketing has a positive and significant effect on purchasing decisions through the trust of consumers who make online purchases through the Shopee application