{"id":"https://openalex.org/W4388230536","doi":"https://doi.org/10.61689/bisecer.v5i2.343","title":"PENGARUH VIRAL MARKETING, ONLINE CONSUMER REVIEWS, HARGA, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI TOKOPEDIA","display_name":"PENGARUH VIRAL MARKETING, ONLINE CONSUMER REVIEWS, HARGA, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI TOKOPEDIA","publication_year":2023,"publication_date":"2023-05-24","ids":{"openalex":"https://openalex.org/W4388230536","doi":"https://doi.org/10.61689/bisecer.v5i2.343"},"language":"en","primary_location":{"id":"doi:10.61689/bisecer.v5i2.343","doi":"https://doi.org/10.61689/bisecer.v5i2.343","is_oa":true,"landing_page_url":"https://doi.org/10.61689/bisecer.v5i2.343","pdf_url":"https://ejournal.undaris.ac.id/index.php/biceser/article/download/343/247","source":{"id":"https://openalex.org/S4389157633","display_name":"BISECER (Business Economic Entrepreneurship)","issn_l":"2599-3097","issn":["2599-3097","2714-9986"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210089460","host_organization_name":"Universitas Darul Ulum Islamic Centre Sudirman","host_organization_lineage":["https://openalex.org/I4210089460"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"BISECER (Business Economic Entrepreneurship)","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://ejournal.undaris.ac.id/index.php/biceser/article/download/343/247","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Jihan Najwah","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210127958","display_name":"Universitas Dian Nuswantoro","ror":"https://ror.org/02csxcg02","country_code":"ID","type":"education","lineage":["https://openalex.org/I4210127958"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Jihan Najwah","raw_affiliation_strings":["Dian Nuswantoro University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Dian Nuswantoro University","institution_ids":["https://openalex.org/I4210127958"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5074281722","display_name":"Amalia Nur Chasanah","orcid":"https://orcid.org/0000-0002-7054-8309","observed_orcids":["https://orcid.org/0000-0002-7054-8309"]},"institutions":[{"id":"https://openalex.org/I4210127958","display_name":"Universitas Dian Nuswantoro","ror":"https://ror.org/02csxcg02","country_code":"ID","type":"education","lineage":["https://openalex.org/I4210127958"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Amalia Nur Chasanah","raw_affiliation_strings":["Universitas Dian Nuswantoro"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Dian Nuswantoro","institution_ids":["https://openalex.org/I4210127958"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4210127958"],"apc_list":null,"apc_paid":null,"fwci":3.3235,"has_fulltext":true,"cited_by_count":21,"citation_normalized_percentile":{"value":0.92739538,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":93,"max":99},"biblio":{"volume":"5","issue":"2","first_page":"1","last_page":"1"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9965999722480774,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9965999722480774,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.00279999990016222,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/viral-marketing","display_name":"viral marketing","score":1.0},{"id":"https://openalex.org/keywords/online-consumer-reviews","display_name":"online customer reviews","score":0.9990000128746033},{"id":"https://openalex.org/keywords/price","display_name":"price","score":0.9430000185966492},{"id":"https://openalex.org/keywords/brand-ambassadors","display_name":"brand ambassadors","score":0.7850000262260437},{"id":"https://openalex.org/keywords/online-purchasing-decisions","display_name":"online purchase decision","score":0.8550000190734863},{"id":"https://openalex.org/keywords/online-shopping","display_name":"online shopping","score":0.7559999823570251},{"id":"https://openalex.org/keywords/tokopedia","display_name":"Tokopedia","score":0.9110000133514404},{"id":"https://openalex.org/keywords/e-commerce","display_name":"e-commerce","score":0.8069999814033508}],"concepts":[{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.822435200214386},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6009750962257385},{"id":"https://openalex.org/C187008535","wikidata":"https://www.wikidata.org/wiki/Q204255","display_name":"Viral marketing","level":3,"score":0.5945167541503906},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5880759358406067},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.5325950980186462},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5028078556060791},{"id":"https://openalex.org/C2991704390","wikidata":"https://www.wikidata.org/wiki/Q838126","display_name":"Purchasing decision","level":3,"score":0.47682565450668335},{"id":"https://openalex.org/C2908647359","wikidata":"https://www.wikidata.org/wiki/Q2625603","display_name":"Population","level":2,"score":0.4584370255470276},{"id":"https://openalex.org/C100363876","wikidata":"https://www.wikidata.org/wiki/Q690661","display_name":"Nonprobability sampling","level":3,"score":0.4496229588985443},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.43787631392478943},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1736532747745514},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.08348491787910461},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.07459256052970886},{"id":"https://openalex.org/C149923435","wikidata":"https://www.wikidata.org/wiki/Q37732","display_name":"Demography","level":1,"score":0.0},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.61689/bisecer.v5i2.343","doi":"https://doi.org/10.61689/bisecer.v5i2.343","is_oa":true,"landing_page_url":"https://doi.org/10.61689/bisecer.v5i2.343","pdf_url":"https://ejournal.undaris.ac.id/index.php/biceser/article/download/343/247","source":{"id":"https://openalex.org/S4389157633","display_name":"BISECER (Business Economic Entrepreneurship)","issn_l":"2599-3097","issn":["2599-3097","2714-9986"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210089460","host_organization_name":"Universitas Darul Ulum Islamic Centre Sudirman","host_organization_lineage":["https://openalex.org/I4210089460"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"BISECER (Business Economic Entrepreneurship)","raw_type":"journal-article"},{"id":"pmh:oai:ejournal.undaris.ac.id:article/343","doi":null,"is_oa":true,"landing_page_url":"https://ejournal.undaris.ac.id/index.php/biceser/article/view/343","pdf_url":null,"source":{"id":"https://openalex.org/S4389157633","display_name":"BISECER (Business Economic Entrepreneurship)","issn_l":"2599-3097","issn":["2599-3097","2714-9986"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210089460","host_organization_name":"Universitas Darul Ulum Islamic Centre Sudirman","host_organization_lineage":["https://openalex.org/I4210089460"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.61689/bisecer.v5i2","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.61689/bisecer.v5i2.343","doi":"https://doi.org/10.61689/bisecer.v5i2.343","is_oa":true,"landing_page_url":"https://doi.org/10.61689/bisecer.v5i2.343","pdf_url":"https://ejournal.undaris.ac.id/index.php/biceser/article/download/343/247","source":{"id":"https://openalex.org/S4389157633","display_name":"BISECER (Business Economic Entrepreneurship)","issn_l":"2599-3097","issn":["2599-3097","2714-9986"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210089460","host_organization_name":"Universitas Darul Ulum Islamic Centre Sudirman","host_organization_lineage":["https://openalex.org/I4210089460"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"BISECER (Business Economic Entrepreneurship)","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4388230536.pdf","grobid_xml":"https://content.openalex.org/works/W4388230536.grobid-xml"},"referenced_works_count":5,"referenced_works":["https://openalex.org/W1962249454","https://openalex.org/W2257024953","https://openalex.org/W2764300765","https://openalex.org/W3011822667","https://openalex.org/W3087017281"],"related_works":["https://openalex.org/W7023560680","https://openalex.org/W4399260108","https://openalex.org/W7152742372","https://openalex.org/W7023725596","https://openalex.org/W3126692143","https://openalex.org/W4382893926","https://openalex.org/W7051982101","https://openalex.org/W7221207833","https://openalex.org/W7215883506","https://openalex.org/W6986364086"],"abstract_inverted_index":{"ABSTRACTIn":[0],"modern":[1],"times,":[2],"the":[3,17,53,85],"internet":[4,18],"has":[5,19,141,165,195],"been":[6,142],"considered":[7],"as":[8],"a":[9,42,64,118,131,166,182,196,211],"necessity":[10],"for":[11,36],"many":[12],"people.":[13],"The":[14,103,114,139,158],"use":[15],"of":[16,44,87,105],"changed":[20],"consumer":[21,74,91,225],"behavior":[22],"from":[23],"direct":[24],"purchases":[25],"in":[26,48,56,67,112],"stores":[27],"to":[28,38,52,62,83,136],"online":[29,57,73,90,98,172,188,202,217,224],"purchases.":[30],"Online":[31,178],"shopping":[32],"makes":[33],"it":[34,59],"easy":[35],"consumers":[37],"shop":[39],"without":[40],"spending":[41],"lot":[43],"time":[45],"and":[46,77,94,149,155,168,184,198,213],"effort":[47],"stores.":[49],"In":[50],"addition":[51],"convenience":[54],"obtained":[55],"shopping,":[58],"is":[60,108,117,128],"important":[61],"have":[63,181,210],"marketing":[65],"strategy":[66],"selling":[68],"online,":[69],"namely":[70],"viral":[71,88,222],"marketing,":[72,89,223],"reviews,":[75,92,226],"prices,":[76,93],"brand":[78,95,228],"ambassadors.":[79],"This":[80],"study":[81],"aims":[82],"determine":[84],"effect":[86],"ambassadors":[96],"on":[97,133,171,187,201,216],"purchasing":[99,173,189,203,218],"decisions":[100,174,190,204,219],"at":[101,175,191,205,220],"Tokopedia.":[102],"population":[104],"this":[106],"research":[107],"all":[109],"Tokopedia":[110,176,192,206],"users":[111],"Indonesia.":[113],"method":[115,120],"used":[116],"quantitative":[119],"with":[121],"data":[122,140],"collection":[123],"using":[124,144],"purposive":[125],"sampling":[126],"which":[127],"distributed":[129],"through":[130],"questionnaire":[132],"google":[134],"form":[135],"220":[137],"respondents.":[138],"processed":[143],"multiple":[145],"linear":[146],"regression,":[147],"validity":[148],"reliability":[150],"tests,":[151,154],"classical":[152],"assumption":[153],"hypothesis":[156],"testing.":[157],"results":[159],"show":[160],"that:":[161],"(1)":[162],"Viral":[163],"Marketing":[164],"significant":[167,183,197,212],"positive":[169,185,199,214],"influence":[170,186,200,215],"(2)":[177],"Consumer":[179],"Reviews":[180],"(3)":[193],"Price":[194],"(4)":[207],"Brand":[208],"Ambassadors":[209],"Tokopedia.Keywords:":[221],"price,":[227],"ambassador":[229]},"counts_by_year":[{"year":2026,"cited_by_count":5},{"year":2025,"cited_by_count":6},{"year":2024,"cited_by_count":8},{"year":2023,"cited_by_count":2}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2023-11-03T00:00:00"}
