PENGARUH LIFESTYLE, VIRAL MARKETING, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAHF PADA E-COMMERCE

This study aims to determine the influence of lifestyle, viral marketing, and online customer reviews on purchasing decisions for Kahf products via e-commerce. Developments in information and communication technology over the past decade have significantly impacted various aspects of life, including consumer consumption patterns. These developments have triggered a shift in consumer behavior from a preference for direct (offline) transactions toward conducting transactions via digital platforms using e-commerce. This study employs a quantitative approach using primary data collected through questionnaires. An accidental sampling technique was used to select a sample of 100 men residing in Ponorogo Regency who had previously used and purchased Kahf products on e-commerce platforms. Data analysis was conducted using multiple linear regression with the aid of SPSS 26 software. The results indicate that: 1) Lifestyle has a positive and significant influence on purchasing decisions for Kahf products via e-commerce; 2) Viral marketing has a positive and significant influence on purchasing decisions for Kahf products via e-commerce; and 3) Online customer reviews have a positive and significant influence on purchasing decisions for Kahf products via e-commerce.
Keywords: Lifestyle, Viral Marketing, Online Customer Review, Purchasing Decision, Kahf