scholarly journals Pengaruh Viral Marketing dan Word of Mouth terhadap Brand Image Aisan games 2018

JEMBATAN ◽  
2020 ◽  
Vol 17 (2) ◽  
pp. 165-178
Author(s):  
Muhammad Hatta ◽  
Bayu Hardiyono ◽  
Marlina Widiyanti
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Viral Marketing

scholarly journals Pengaruh Viral marketing Dan Word Of Mouth Terhadap Brand Image Aisan games 2018

2020 ◽  
Vol 8 (2) ◽  
Author(s):  
Muhammad Hatta
Keyword(s):  
Random Sampling ◽  
Comparative Research ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Causal Effect ◽  
Simple Random Sampling ◽  
Viral Marketing ◽  
Data Sources ◽  
Primary Data

This study aims to analyze the influence of Viral Marketing and Word Of Mouth on the 2018 Asian Games Brand Image in Palembang City. This type of research is casual comparative research, which describes the causal effect between research variables. Primary data sources were collected by distributing questionnaires. The sample used in this study were 100 student respondents at Sriwijaya University, Palembang City. The sample in this study was taken using the simple random sampling method and then processed using the help of Statistics for Product and Service Solution (SPSS) version 26. The results obtained indicate that there is a significant influence between Viral Marketing and Word of Mouth on Brand. Picture.

Techniques of Viral Marketing

2019 ◽  
Vol 118 (6) ◽  
pp. 97-99
Author(s):  
Arockia Jeyasheela A ◽  
Dr.S. Chandramohan
Keyword(s):  
Social Media ◽  
Real Time ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Consumer Perception ◽  
Key Word ◽  
The Right ◽  
A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

Penggunaan Viral Marketing di Instagram untuk Meningkatkan Brand Awareness

2021 ◽  
Vol 13 (1) ◽  
pp. 145-168
Author(s):  
Deni Yanuar ◽  
Zakirah Azman ◽  
Febri Nurrahmi ◽  
Fithria Kamara
Keyword(s):  
Word Of Mouth ◽  
Viral Marketing ◽  
Brand Awareness ◽  
Elaboration Likelihood ◽  
Brand Recall ◽  
Integration Strategy ◽  
Start Up ◽  
Banda Aceh

Kemajuan dunia digital komunikasi menyebabkan persaingan pasar semakin mengetat, berbagai perusahaan harus lebih peka dalam menentukan rencana pemasarannya. Perencanaan itu meliputi sebuah strategi yang dapat meningkatkan brand awareness (kesadaran merek). Salah satu strategi yang bisa diterapkan oleh perusahaan adalah strategi viral marketing. Strategi viral marketing ini sudah dilakukan oleh Harvies Coffee di Banda Aceh. Penelitian ini bertujuan untuk menggambarkan proses viral marketing melalui instagram dalam membangun brand awareness di Harvies Coffee di Banda Aceh, peneliti bermaksud menganalisis bagaimana proses viral itu dapat terjadi melalui pesan pemasaran yang disampaikan kepada khalayak melalui media sosial instagram. Untuk mengetahui karakter konsumen Harvies Coffee, peneliti berpijak pada konsep teori Elaboration Likelihood sehingga didapatkan viral marketing yang digunakan adalah high integration strategy. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Informan dalam penelitian ini berjumlah 5 orang yang terdiri dari 1 orang informan kunci dan 4 orang infoman pendukung. Pemilihan informan dilakukan dengan menggunakan teknik sampling purposive yang dipilih berdasarkan kriteria yaitu owner Harvies Coffee, tim kreatif Harvies Coffee dan konsumen Harvies Coffee. Hasil penelitian ini adalah brand Harvies Coffee berhasil meningkatkan awarenessnya diposisi brand recall setelah melakukan viral marketing dengan memanfaatkan drama Korea Start Up melalui media sosial instagram. Kata Kunci : Brand, Awareness, Word of Mouth, Viral Marketing, Komunikasi Pemasaran, Instagram    

scholarly journals The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
ANINDYA PRAMESTIARA ◽  
RAHAB RAHAB
Keyword(s):  
Social Media ◽  
Research Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Sampling Techniques ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Exchange Information

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

scholarly journals PENGARUH CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA

2020 ◽  
Vol 4 (3) ◽  
pp. 211-218
Author(s):  
Hastuti Habir ◽  
Zakiyah Zahara ◽  
Farid Farid
Keyword(s):  
Linear Regression ◽  
Data Collection ◽  
Multiple Linear Regression ◽  
Random Sampling ◽  
Word Of Mouth ◽  
Brand Image ◽  
Research Result ◽  
Descriptive Research ◽  
Sample Data ◽  
Significant Probability

This research aims to find out and analyze the effect of brand image and word of mouth, either simultaneously or partially on the decision of purchasing Yamaha motorcycle in Bungku Tengah of Morowali Regency. This was a descriptive research with population of consumers of yamaha motorcycle in Bungku Tengah of Morowali Regency. Sample used was random sampling, in which 91 people selected as the sample. Data collection was questionnaire and it was analyzed using multiple linear regression analysis.The research result reveals that significant probability value of brand image variable (0.002) < (0.05) so the brand image variable has a significant effect on the decision of purchasing, significant probability value of word of mouth (0.087) > (0.05) so the word of mouth variable has no effect on the decision of purchasing. It means the brand image variable partially has a significant effect on decision of purchasing; however, word of mouth variable partially has no effect on kdecision of purchasing. Penelitian ini bertujuan untuk mengetahui analisi pengaruh citra merek dan word of mouth, baik secara simultan maupun parsial terhadap keputusan pembelian sepeda Motor Yamaha di Bungku Tengah Kabupaten Morowali Kecamatan. Jenis penelitian ini adalah deskriptif, Populasi penelitian ini adalah konsumen pengguna Motor Yamaha di Bungku Tengah Kabupaten Morowali. Teknik pengambilan sampel yang digunakan adalah Random Sampling, dan dengan tehnik tersebut 91 orang sebagai sampel. Teknik pengumpulan data yang di gunakan adalah angket, dan Teknik analisis data yang di gunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa, angka probabilitas signifikan variabel Citra Merek (0,002) < (0,05) sehingga variabel Citra Merek memiliki pengaruh yang signifikan terhadap keputusan pembelian, angka probabilitas signifikan variabel Word of Mouth (0,087) > (0,05) sehingga variabel Word of Mouth tidak mempunyai pengaruh yang signifikan terhadap keputusan pembelian. Artinya variabel Citra Merek secara parsial berpengaruh signifikan terhadap keputusan pembelian, namun variabel Word of Mouth secara parsial berpengaruh tidak signifikan terhadap keputusan pembelian.

scholarly journals Business application of viral marketing and Electronic Word-of-mouth. Firm opinions

2014 ◽  
Vol 14 (1) ◽  
pp. 15-31 ◽  
Author(s):  
Virginia Aguilar Arcos ◽  
◽  
Sonia San Martín Gutiérrez ◽  
René Payo Hernanz
Keyword(s):  
Word Of Mouth ◽  
Viral Marketing ◽  
Electronic Word Of Mouth ◽  
Business Application

Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention

2016 ◽  
Vol 10 (4) ◽  
pp. 412-431 ◽  
Author(s):  
Tat Huei Cham ◽  
Yet Mee Lim ◽  
Nai Chiek Aik ◽  
Alexander Guan Meng Tay
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Behavioral Intention ◽  
Word Of Mouth ◽  
Medical Tourism ◽  
Brand Image ◽  
Equation Modeling ◽  
Measurement Scales ◽  
Content Type ◽  
Perceived Service Quality

Purpose Medical tourism is growing rapidly in the recent years in various Asian countries. The success of the hospitals engaged in medical tourism largely depends on their abilities in maintaining the repeating customers and to attract new customers. Hence, the purpose of this study is to examine the impacts of word-of-mouth and social media on hospital brand image. It also attempts to examine the relationships between brand image, perceived service quality, patient satisfaction and behavioral intention. Design/methodology/approach A questionnaire survey was used to collect data from 386 medical tourists to test the proposed model. All the measurement scales adopted in this study were adapted from the existing literature. The data collected in this study were analyzed using both SPSS and structural equation modeling approach via AMOS. Findings The findings from the structural analysis indicated that both word-of-mouth and hospital-generated social media have a significant impact on brand image. Hospital brand image positively influences medical tourists’ perception of service quality, and their perceived service quality is significantly related to their satisfaction, which in turn, leads to their behavioral intention. Originality/value This study is one of the few studies that considers the importance of hospital’s brand image in influencing medical tourists’ perceptions on the quality of healthcare services that they experienced during their medical trips. This research study also raises the significance of word-of-mouth communication and social media that influence hospitals’ brand image, which has been neglected by many studies.

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