Attempt to Boost the Sales through the Adoption of Viral Marketing Strategy
Keywords:
viral marketing; purchase intention
Abstract
Differences in marketing tools due to technological developments allow marketers to customize and use digital platforms, one of which is using of viral marketing strategies. This study confirms the role of viral marketing strategies in Azarine's skincare product purchase intentions and attempts to measure the effectiveness of these strategies on sales. By using 100 respondents spread across different cities in Indonesia via social media, the results proved that viral marketing strategies divided into messenger, messages and environments, can be significant predictors of consumer’s purchase intention. The relationship between the designs was tested by SmartPLS4 with the path analysis technique, showed that increased interaction and product engagement generated interest in purchases and effectively increased sales in the short term
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Artanti, Y., Prasetyo, F.H., & Sulistyowati, R 2019, ‘How social media marketing influences online purchasing decision : study of the viral marketing and perceived ease of use, 3rd International Conference on Economics Education Business and Accounting’, vol. 20
Fard, M.H., & Marvi, R 2019, ‘Viral marketing and purchase intention of mobile application user’, International Journal of Emerging Markets, vol 15, no 2, p. 287 - 301.
Ferdinand, A 2014, ‘Metode penelitian manajemen : pedoman penelitian untuk skripsi, tesis, dan disertasi ilmu manajemen’, edisi 5, Semarang, Badan Penerbit Universitas Diponegoro.
Ghozali, I 2011, ‘Structural equation modeling : metode alternatif dengan partial least square’, Semarang, Badan Penerbit Universitas Diponegoro.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. 2010,’ Multivariate data analysis’, Pearson Education.
Hamed, E.M.M.A. 2018, ‘Investigating effect of viral marketing on consumer’s purchasing decision: case study the students of the administrative science college - najran university’, British Journal o Multidisciplinary and Advance Studies. vol 2, no 3, p. 39 - 48.
Handaruwati, I., & Dewi, A.M. 2018, ‘Pengaruh viral marketing melalui instagram terhadap minat beli produk camilan khas daerah secara online’, Buletin Bisnis & Manajemen, vol 4, no 2, p. 60 - 78.
Helm, S 2000, ‘Viral marketing establishing customer relationship by word of mouth’, Electronic Markets, vol 10, no 3, p 158 - 161.
Kaplan, A.M., & Haenlein, M. 2011, ‘Two hearts in three quarter time : how to waltz the social media /viral marketing dance, Business Horizons, no 54, p 253 - 263.
Kotler, P., & Amstrong, G 2012, ‘Principles of marketing 14th edition’, Pearson Education Limited.
Kotler, P., Keller, K.L., Brady, M., Goodman, M., & Hanser, T. 2016, ‘Marketing management 15th edition, Harlow, Pearson Education.
Liu, H.H., & Wang, Y.N. 2019, ‘Interrelationship between viral marketing and purchase intention via customer based brand equity’, Journal of Business and Management Science, vol 7, no 2, p 72 - 83.
Nabilaturrahmah, A., & Siregar, S. 2022, ‘Pengaruh viral marketing, brand image, dan e wom terhadap minat beli produk somethinc pada follower instagram @Somethincofficial’, Jurnal Ilmiah Wahana Pendidikan, vol 8, no 10
Permana, F.Y., 2022, ‘Pengaruh celebrity endorser, viral marketing dan brand trust terhadap keputusan pembelian sepatu vantela’, Skripsi, Semarang, Universitas Stikubank.
Prataga, D.I., & Santoso, I.H., 2022, ‘Customer satisfaction in using shopee marketplace: gender based comparison’, Review of Management and Entrepreneurship, vol 6, no 2, p. 97 - 110.
Purwanto, Y., & Sahetapy, W.L., 2022, ‘Pengaruh content marketing and influencer endorser terhadap purchase intention pada produk skincare somethinc’, Agora : Jurnal Mahasiswa Manajemen Bisnis, vol 10, no 1.
Rabidas, M.C., & Bowen, G 2019, ‘Viral marketing consumer purchase intention : a theoretical review’, 2nd International Workshop on Advances in Social Sciences,
Sawaftah, D.A., Calicioglu, C., & Awadallah, R.I. 2020, ‘The relationship between viral marketing and consumer purchase intention the moderator role of brand image and age: evidence from smartphone user in north cyprus’, Management Science Letter, vol 10, no 6, p 1307 - 1320
Setiani, N.A., Najib, M.F., & Amalia, F.A 2021, ‘Analisis pertimbangan niat pembelian produk korean beauty’, Proceeding the 12th Industrial Research Workshop and National Seminar.
Statista Research Department 2022, ‘ Skincare market revenue in Indonesia 2017 - 2026, Statista.
Sugiyono 2019, ‘ Metode penelitian kualitatif dan r&d’, Bandung, CV Alfabeta.
Trivedi, J 2017, ‘ The effect of viral marketing message on consumer behavior’, Journal of Management Research, vol 17, no 2, p 84 - 98.
Xiong, L., & Hu, C 2010, ‘Harness the power of viral marketing in hotel industry: a network discount strategy’, Journal of Hospitality and Tourism Technology, vol 1, no 3.
Published
2023-04-30
How to Cite
Nurulita, R. S., & Santoso, I. H. (2023). Attempt to Boost the Sales through the Adoption of Viral Marketing Strategy. Jurnal Ekonomi Syariah Pelita Bangsa, 8(01), 10 - 17. https://doi.org/10.37366/jespb.v8i01.712
Section
Articles
