scholarly journals Viral Marketing and Its Influence on Customer’s Purchasing Decisions: A Quantitative Study in Lebanon

2021 ◽  
pp. 331-340
Author(s):  
Layal Hamade
Keyword(s):  
Quantitative Study ◽  
Viral Marketing ◽  
Purchasing Decisions

scholarly journals PENGARUH INFLUENCER MARKETING DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN BITTERSWEET BY NAJLA

2021 ◽  
pp. 1209
Author(s):  
Muhammad Miftahul Fathurrahman ◽  
Diana Triwardhani ◽  
Jenji Gunaedi Argo
Keyword(s):  
Quantitative Study ◽  
Significant Influence ◽  
New Products ◽  
Sampling Technique ◽  
Viral Marketing ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
The Difference ◽  
Marketing Methods

Bittersweet By Najla is known as a marketer who uses influencer marketing and viral marketing methods. Although this method is known as a powerful marketing method, sales of new products marketed using influencer marketing and viral marketing are not in line with the old products that people are familiar with. This study aims to prove the influence of influencer marketing on purchasing decisions and viral marketing on purchasing decisions. This research is a descriptive quantitative study with the object of research being Bittersweet By Najla consumers in Jabodetabek. The sample is 100 respondents with purposive sampling technique. The hypothesis of this study was tested using SmartPLS 3.0 with the results (1) There is a significant influence of influencer marketing on purchasing decisions of 0.425. (2) There is a significant effect of viral marketing on purchasing decisions of 0.346 (3) There is a contribution from influencer marketing and viral marketing of 51.9%, and the difference of 48.1% is obtained from other variables. (4) There is an influence of influencer marketing and viral marketing on purchasing decisions. Bittersweet By Najla dikenal sebagai pemasar yang menggunakan metode influencer marketing dan viral marketing. Meskipun metode tersebut dikenal sebagai metode pemasaran yang ampuh, penjualan pada produk baru yang dipasarkan menggunakan influencer marketing dan viral marketing tidak selaris produk lama yang telah dikenal orang-orang. Penelitian ini ditujukan untuk membuktikan pengaruh dari influencer marketing terhadap keputusan pembelian dan viral marketing terhadap keputusan pembelian. Penelitian ini berupa sebuah penelitian kuantitatif deskriptif dengan objek penelitian konsumen Bittersweet By Najla se Jabodetabek. Sampel berjumlah 100 responden dengan teknik purposive sampling. Hipotesis dari penelitian ini diuji menggunakan SmartPLS 3.0 dengan hasil (1) Terdapat pengaruh secara signifikan dari influencer marketing terhadap keputusan pembelian sebesar 0.425. (2) Terdapat pengaruh secara signifikan dari viral marketing terhadap keputusan pembelian sebesar 0.346 (3) Terdapat kontribusi dari influencer marketing dan viral marketing sebesar 51.9%, dan selisihnya berupa 48.1% didapatkan dari variabel yang lain. (4) Terdapat pengaruh influencer marketing dan viral marketing terhadap keputusan pembelian.

scholarly journals PENGARUH ONLINE CONSUMER REVIEW DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN CONSUMER TRUST SEBAGAI INTERVENING (STUDI PADA PENGGUNA INSTAGRAM DI 1 KECAMATAN KEBUMEN)

2019 ◽  
Vol 1 (1) ◽  
pp. 76-84
Author(s):  
Cucu Andita Widya ◽  
Sulis Riptiono
Keyword(s):  
Quantitative Method ◽  
Sampling Method ◽  
Viral Marketing ◽  
Consumer Trust ◽  
Purchasing Decisions ◽  
Consumer Review ◽  
The People ◽  
Online Consumer ◽  
Online Stores ◽  
Online Consumer Review

This study aims to determine the effect of online consumer review and viral marketing on purchasing decisions through consumer trust as an intervening variable. The population in this study is the people in Kebumen District who have made purchases at online stores via Instagram. The research sample of 100 people with a purposive sampling method. The method used in this research is quantitative method. Data analysis using path analysis with the SPSS 22 program. The results of this study indicate that online consumer review and viral marketing have a significant effect on consumer trust. Furthermore, online consumer review has no effect on purchasing decisions, while viral marketing and consumer trust have a significant effect on purchasing decisions.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

2020 ◽  
Vol 5 (1) ◽  
pp. 54
Author(s):  
Muhammad Nurfauzi Awaludin ◽  
Sigit Sukmono
Keyword(s):  
Social Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Convenience Sampling ◽  
Spss Software ◽  
Intervening Variables

<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

scholarly journals PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN DI GRAMEDIA MANADO

2021 ◽  
Vol 17 (1) ◽  
pp. 115
Author(s):  
Desilsan ., Tansala ◽  
Johny Revo Elia Tampi ◽  
Joanne Valesca Mangindaan
Keyword(s):  
Regression Analysis ◽  
Data Analysis ◽  
Data Collection ◽  
Quantitative Study ◽  
Secondary Data ◽  
Marketing Mix ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Direct Data ◽  
Descriptive Approach

This study aims to determine whether the marketing mix (products, prices, promotions, distribution places/channels, people, processes and physical facilities) simultaneously influence purchasing decision at Gramedia Manado. This research was conducted at Gramedia Bookstore, Jl. Sam Ratulangi No. 45, South Wenang, Manado City. This research was conducted from October to November 2020. This research is a quantitative study with a descriptive approach to see causal relationships. This study uses primary and secondary data. Primary data is the result of direct data collection from informants by distributing questionnaires to 100 respondents who have made at least two purchases at Gramedia Manado. Secondary data is obtained from existing sources (books, journals, websites, etc.) for reference in making reports. Data analysis used multiple regression analysis. The results showed that the marketing mix simultaneously had an effect and was significant on purchasing decisions at Gramedia Manado.*eprm*

scholarly journals Pengaruh viral marketing dan endorser terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening

2020 ◽  
Vol 4 (2) ◽  
Author(s):  
Anggi Irawan ◽  
Irwan Misbach
Keyword(s):  
Indirect Effects ◽  
Quantitative Research ◽  
Sampling Technique ◽  
Viral Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Research Needs ◽  
Direct And Indirect Effects ◽  
Purchasing Decisions ◽  
The Relationship

This study aims to examine the direct and indirect effects of viral marketing on endorsers on purchasing decisions mediated by brand awareness as mediation. This research is a type of quantitative research with an associative approach. The population in this study were users of Oppo smartphone products in Makassar City. The sampling technique used accidental sampling and purposive sampling. The number of samples was 100 respondents using the Hair formula. The data used are primary data derived from questionnaire answers. Data analysis used Path Analysis with the help of SPSS 21. The results showed that viral marketing and endorsers had a positive and significant effect on brand awareness. Furthermore, viral marketing, endorsers and brand awareness directly have a positive and significant effect on purchasing decisions. In addition, the results of this study also show that brand awareness is able to mediate the relationship between viral marketing and endorsers on purchasing decisions. The implication of this research needs to be reinforced in product promotion so that consumers are able to remember products continuously which can have an impact on product purchasing decisions.

scholarly journals Islamic Branding, Viral Marketing, Online Consumer Review, and Purchasing Decision: The Mediating Role of Purchase Intention

2021 ◽  
Vol 1 ◽  
pp. 323-337
Author(s):  
Ayu Wandira ◽  
Taifikur Rahman
Keyword(s):  
Purchase Intention ◽  
Quantitative Methods ◽  
Statistical Tests ◽  
Sampling Technique ◽  
Viral Marketing ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Online Consumer

This study aims to determine the effect of Islamic branding, viral marketing, and online consumer reviews on purchasing decisions on e-commerce Shopee with purchase intention as an intervening variable. This study uses quantitative methods with primary data obtained through the distribution of questionnaires. The data collection technique used the purposive sampling technique with the number of respondents as many as 96 respondents. The data analysis used includes instrument tests, statistical tests, classical assumption tests, and path analyses. Based on the test results show (1) Islamic branding has a positive and significant effect on purchasing decisions. (2) Viral marketing has a positive and significant effect on purchasing decisions. (3) Online consumer reviews have a negative and insignificant effect on purchasing decisions. (4) Purchase intention has a positive and significant effect on purchasing decisions. (5) Purchase intention can mediate Islamic branding on purchasing decisions. (6) Purchase intention is not able to mediate viral marketing on purchasing decisions. (7) Purchase intention is not able to mediate online consumer reviews of purchasing decisions.

scholarly journals Pengaruh Viral Marketing Video Promosi Instagram terhadap Keputusan Pembelian Konsumen Bakso Goreng iONG

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 358
Author(s):  
Velia Velia ◽  
Diah Ayu Candraningrum
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Significance Test ◽  
Viral Marketing ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Current Development ◽  
Descriptive Approach ◽  
Promotional Video ◽  
Descriptive Method

Current development is driving a growth for technology and media in marketing strategy. One of the marketing strategy is viral marketing. Viral marketing could be a strategy to do a promotion for delivering information from sales to consumer by social media. This research conducts to find out about whether there is any effect of viral marketing Instagram promotion video on consumer purchase decision Bakso Goreng iONG. This study uses a descriptive approach in descriptive method, with the amount of 114 respondents who were the viewers from Instagram promotion video and have purchased Bakso Goreng iONG product. The result of this research mentioned, by significance test partial effect, shows that viral marketing individually has an effect on purchasing decisions. One of the supporting component to running viral marketing is buzz, which is the content, ideas and topics from the promotional video submitted. With an interesting and clear topic about information from Bakso Goreng iONG, made the consumer has an interest to buy Bakso Goreng iONG product. Perubahan zaman mendorong adanya perkembangan teknologi dan media dalam melakukan strategi pemasaran. Salah satunya adalah viral marketing, yang dapat dilakukan sebagai strategi untuk menerapkan promosi guna menyampaikan informasi dari pemasar pada konsumen lewat media sosial. Penelitian ini berfungsi untuk mengetahui adakah pengaruh viral marketing video promosi Instagram, terhadap keputusan pembelian konsumen pada produk Bakso Goreng iONG. Metode deskriptif merupakan pendekatan yang digunakan dalam penelitian ini, dengan total jumlah 114 responden yang merupakan penonton dari video promosi Instagram, dan telah membeli produk Bakso Goreng iONG. Hasil penelitian menyebutkan, lewat uji signifikasi pengaruh parsial, menunjukkan hasil bahwa viral marketing secara individual memiliki pengaruh terhadap keputusan pembelian. Salah satu komponen dalam mendukung berjalannya viral marketing adalah buzz/content, yang merupakan isi, ide dan topik dari video promosi yang disampaikan. Dengan topik yang menarik dan jelas mengenai informasi dari produk yang dipasarkan oleh Bakso Goreng iONG, membuat konsumen tertarik untuk membeli produk Bakso Goreng iONG.

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