Effect of Viral Marketing and Online Consumer Review on Buying Decision with Consumer Trust as an Intervening Variable on Korean Food Tteobokki in the TikTok Shop Application (Case Study on Millennial Generation, Medan Baru District, Medan City)

The purpose of this study to discuss about effect of viral marketing and online consumer review on buying decision with consumer trust as an intervening variable on Korean Food Tteobokki in the TikTok Shop Application, case study on Millennial Generation, Medan Baru District, Medan City. This type of research according to the level of explanation is causal associative. The research method in this study is a quantitative method. The population in this study are Millennial Generation consumers who have the TikTok Application who have purchased at least 1 time for Korean Food Tteobokki products at the TikTok Shop Application, Medan Baru District, Medan City, an unknown number. The sampling method used is non-probability sampling. The sampling technique is accidental sampling. The data used is primary data obtained directly from 140 respondents. Questionnaires that were filled in by respondents were analyzed by path analysis, then the Statistical Program for Social Science (SPSS) was used as an analysis tool. The results of this study indicate that viral marketing and online consumer review have a positive and significant effect on consumer trust on Korean Food Tteobokki in the TikTok Shop Application, case study on Millennial Generation. Viral marketing, online consumer review, and consumer trust have a positive and significant effect on buying decision on Korean Food Tteobokki in the TikTok Shop Application, case study on Millennial Generation. Intervening variable of consumer trust are able to mediate viral marketing and online consumer review on buying decision on Korean Food Tteobokki in the TikTok Shop Application, case study on Millennial Generation.

Keywords: Viral Marketing, Online Consumer Review, Buying Decision, Consumer Trust