The aim of the research is to analyze the influence of viral marketing and customer reviews on purchasing decisions with consumer trust as a mediating variable. In marketing theory, purchasing decisions can be improved by mediating consumer trust, so that products can be sustainable. The study was conducted on Indonesian iced tea products, which are typical tea leaf products from Indonesia. The type of research used in this research is quantitative and analyzed using PLS. 105 respondents in the research were customers of Indonesian iced tea products in Palangka Raya City. The research results show that viral marketing, customer reviews mediated by consumer trust variables had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on consumer trust, customer reviews had a significant positive effect on purchasing decisions, customer reviews had a significant positive effect on consumer trust and consumer trust had a significant positive effect on purchasing decisions for Indonesian Iced Tea products in the city of Palangkaraya.

Research in the field of marketing management with RBV Theory in improving business performance at river tourism objects. Entrepreneurial orientation and dynamic capability become independent variables with customer relationship management as mediation in improving business performance. Research analysis with SEM-PLS on 350 river customers in Kereng Bangkirai, Central Kalimantan, Indonesia. The research results show that entrepreneurial orientation is not directly significant to business performance, while customer relationship management is significant. Dynamic result ability is not significant to business performance and significant to customer relationship management. These results can be an introduction that business performance is very important with the role of entrepreneurial orientation and dynamic capabilities with customer relationship management mediation. Result implications can increase business capabilities with entrepreneurial oriented business strategies, dynamic capabilities and customer relationship management in improving business performance. In further research can consider market sensing capability as mediation.