The Influence of Online Consumer Reviews and Viral Marketing on Purchasing Decisions with Consumer Trust as an Intervening Variable for Elformula Products on TikTok Shop in Tebing Tinggi City

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Quantitative study shows viral marketing significantly boosts purchasing decisions in consumers, indicating a key role for consumer trust.

Viral marketing directly boosts purchasing decisions and consumer trust, while online reviews impact purchasing indirectly through trust.
Key evidence reveals that consumer trust mediates the relationship between online consumer reviews and purchasing decisions.
Quantitative study utilized SEM-PLS techniques to analyze data from 147 respondents exposed to viral content and Elformula reviews.
Findings highlight the crucial role of consumer trust in the digital marketing landscape, specifically on social media platforms.

Napitupulu et al. (2025) studied this question.

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Quantitative study shows viral marketing significantly boosts purchasing decisions in consumers, indicating a key role for consumer trust.