Harga, Strategi Promosi, Dan Viral Marketing Sebagai Determinan Terhadap Keputusan Pembelian Secara Online Melalui Media Sosial Instagram Di Kota Yogyakarta

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This research aims to determine the influence of price, promotional strategies and viral marketing on online purchasing decisions via Instagram social media. This research is survey research using a questionnaire as a research instrument. To test the instrument, validity and reliability tests are used. Meanwhile, the data analysis technique uses the multiple linear regression method, because the variables used are more than two variables, with the results of the t test and F test. The results of this research show that the price variable (X1) has a significant effect on online purchasing decisions via Instagram social media. , this is shown by the significance value > α (0.002 < 0.05). Promotional strategies (X2) do not have a significant effect on online purchasing decisions via Instagram social media, this is shown by the significance value > α (0.164 > 0.05). Viral marketing (X3) has a significant effect on online purchasing decisions via Instagram social media, this is shown by the significance value < α (0.00 < 0.05). Meanwhile, simultaneously the influence of price, promotional strategies and viral marketing on online purchasing decisions via Instagram social media has a significant effect on consumer purchasing interest (Y). this is proven with a significance of 0.000.