Pengaruh Viral Marketing Terhadap Kepercayaan Pelanggan Dan Keputusan Pembelian (Studi Pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2013 Yang Melakukan Pembelian Online Melalui Media Sosial Instagram)

Reasearch aims at understanding the influence of Viral Marketing either simultaneously or directly on Customer Trust and Purchase Decision. This type of research is explanatory research with accidental sampling. Data collection technique is questionnaire given to student of Faculty of Administration Science, University of Brawijaya, Class of 2013, who make online purchase through social media on Instagram. There are 116 respondents included. Data analysis technique is descriptive statistic analysis, inferential statistic analysis and path analysis. Based on the result of examination with path analysis, it is recognized that the influence of Viral Marketing on Customer Trust is direct, significant and positive. It is proved by path coefficient rate of 0,763 at probability t of 0.000 (0.000 < 0.05). Customer Trust has direct to words Purchase Decision and positive influence with path coefficient rate of 0.401 at probability t of 0.001 (0.001 < 0.05). Viral Marketing has direct influence to words Purchase Decision 0.247 at probability t of 0.034 (0.034 < 0.05). Indirectly, the influence of Viral Marketing on Purchase Decision through Customer Trust is 0.307

Peran Viral Marketing Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian

The purpose of this study was to analyze viral marketing and consumer confidence in purchasing decisions. The research method used are descriptive and associative research methods. Data collection techniques used are observation, interviews, questionnaires, documentation, and literature study. The data analysis technique starts from data compilation, data tabulation to the testing stage, namely using multiple correlation coefficients, coefficients of determination, multiple linear regression, simultaneous hypothesis testing (F test) and partial hypothesis testing (T test). Based on the results obtained, the study showed a positive and significant effect. The results of the f test showed that the independent variables, namely viral marketing and consumer trust, had a positive and significant influence together on the dependent variable, namely purchasing decisions. With a value of Fcount 43,452 > Ftable 1.65. While the results of the coefficient of determination of 0.570 which means that the influence of viral marketing and consumer trust on purchasing decisions is 57% while the remaining 43% is influenced by other factors not examined. The t-test results show that the viral marketing variable has a Tcount of 8.687 > Ttable 1.65 with a significant value of 0.000 <0.05, which means that there is a positive and significant influence between viral marketing on purchasing decisions. Then the consumer confidence variable has a Tcount of 6.589> 1.65 with a significant value of 0.000 <0.05, which means that there is a positive and significant influence between consumer confidence on purchasing decisions. Keywords: Viral Marketing, Consumer Trust, Purchase Decisio

Blocking Negative Influential Node Set in Social Networks: From Host Perspective

Nowadays, social networks are considered as the very important medium for the spreading of information, innovations, ideas and influences among individuals. Viral marketing is a most prominent marketing strategy using word-of-mouth advertising in social networks. The key problem with the viral marketing is to find the set of influential users or seeds, who, when convinced to adopt an innovation or idea, shall influence other users in the network, leading to large number of adoptions. In our study, we propose and study the competitive viral marketing problem from the host perspective, where the host of the social network sells the viral marketing campaigns to its customers and keeps control of the allocation of seeds. Seeds are allocated in such a way that it creates the bang for the buck for each company. We propose a new diffusion model considering both negative and positive influences. Moreover, we propose a novel problem, named Blocking Negative Influential Node Set (BNINS) selection problem, to identify the positive node set such that the number of negatively activated nodes is minimized for all competitors. Then we proposed a solution to the BNINS problem and conducted simulations to validate the proposed solution. We also compare our work with the related work to check the performance of BNINS-GREEDY under different metrics and we observed that BNINS-GREEDY outperforms the others\u27 algorithm. For Random Graph, on average, BNINS-GREEDY blocks the negative influence 17.22% more than CLDAG. At the same time, it achieves 7.6% more positive influence propagation than CLDAG

Pengaruh Promosi Melalui Media Sosial Terhadap Pengambilan Keputusan Kursus Bahasa Inggris Pare Dengan Viral Marketing Sebagai Variabel Intervening

This study aims to determine the effect of promotion through social media on the decision of English language courses at CELL institutions Pare Kediri East Java - English Village with viral marketing as an intervening variable. The population in this study were course participants at the CELL institution Pare Kediri East Java - English Village. The sampling technique uses non-probability sampling technique which is accidental sampling and the number of samples is 100 respondents. This research is quantitative research. Data analysis is used using path analysis (path analysis) with the SPSS version 20.0 application. For the endogenous variable (Y) of this study is the purchase decision, for exogenous variables (X) is promotion through social media, and for intervening variables (Z) is viral marketing. The results of this study indicate that: (1) There is a positive significant influence between promotion through social media on purchasing decisions. (2) There is a positive significant influence between promotion through social media on viral marketing. (3) There is a significant positive influence between viral marketing on purchasing decisions. (4) Yes significant influence between promotion through social media on purchasing decisions with viral marketing as an intervening variable

Pengaruh Lingkungan Teman Sebaya, Viral Marketing, Dan Customer Online Review Terhadap Keputusan Pembelian Impulsif Secara Online Di Shopee (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Angkatan 2018 Universitas Islam Malang)

AbstractThis study aims to determine and analyze the influence of Peer Environment, Viral Marketing and Online Customer Reviews on Impulse buying behavior online at Shopee. The population in this study is the 2018 batch of students, Faculty of Economics and Business, Islamic University of Malang who have purchased products at Shopee. The data collection method in this study used a questionnaire with a total sample of 100 respondents. The independent variables in this study are Peer Environment, Viral Marketing and Online Customer Reviews and the dependent variable is the Impulsive Purchase Decision. The analytical method used in this study is multiple linear regression analysis and processed using SPSS 25. The results of this study simultaneously show that Peer Environment, Viral Marketing and Online Customer Reviews have a positive and significant effect on Impulse buying behavior. Partially, Peer Environment and Online Customer Reviews have a significant effect on Impulsive Purchase Decisions, while Viral Marketing has no effect on Impulse buying behavior. Keywords: Peer Environment, Viral Marketing, Online Customer Reviews, Impulsive Buying Behavior

PENGARUH VIRAL MARKETING DAN KEPERCAYAAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI MEDIA ONLINE INSTAGRAM (STUDI KASUS PADA KARYAWAN PT. SURYAGITA NUSARAYA DI JAKARTA)

This study aims to determine the viral marketing effects and customer trust on purchasing decisions through sosial media Instagram at PT Suryagita Nusaraya. The independent variables are viral marketing and customer trust affect the purchase decision as the dependent variable.This research used is a quantitative method. The populations in this study are PT Suryagita Nusaraya Jakarta employees. Sampling technique using non-probability sampling technique that is accidental sampling and sample number 89 respondents. This research is a description with survey method. All data are processed by multiple linear regression analysis using SPSS version 21.0 application.The results of this research indicate that viral marketing and customer trust have an influence on purchasing decisions. This can be seen from the results of the F test obtained that the calculated F count is greater than F table (35,430> 3,09), and the probability value Sig. is 0,000 <0,05, the conclution are Ho is rejected and Ha is accepted. That means the viral marketing (X1) and customer trust (X2) together (simultaneous) have a positive and significant effect on purchasing decisions (Y).The determination coefficient result (R2) is viral marketing and customer trust affects purchasing decisions by 45.2%. The remaining 54.8% is influenced by other variables not examined in this model or equation

PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK DESSERT BOX

Penelitian ini bertujuan untuk mengetahui pengaruh viral marketing, celebrity endorser, dan brand awareness terhadap purchase intention produk dessert box dengan waktu penelitian selama enam bulan dari bulan Januari 2021 hingga bulan Juni 2021. Dalam memperoleh data dalam penelitian ini, digunakan metode survei dengan Likert Type. Pada pemilihan responden digunakan purposive sampling yaitu dengan mempertimbangkan beberapa kriteria, dipilih responden yang berdomisili di daerah JABODETABEK dan pernah membeli produk dessert box. Kuesioner ini kemudian diuji kepada 250 responden. Kemudian data diolah dengan menggunakan teknik analisis regresi linier sederhana menggunakan software IBM SPSS 22. Dari hasil pengujian hipotesis diketahui bahwa adanya pengaruh secara positif dan signifikan antara viral marketing terhadap purchase intention, pengaruh secara positif dan signifikan antara celebrity endorser terhadap purchase intention, dan pengaruh positif dan signifikan antara brand awareness terhadap purchase intention produk dessert box. Kata Kunci: Viral Marketing, Celebrity Endorser, Brand Awareness, Purchase Intention. This study aims to find out the influence of viral marketing, celebrity endorser, and brand awareness on the purchase intention of dessert box products with a research time of six months from January 2021 to June 2021. In obtaining the data in this study, a survey method with Likert Type was used. In the selection of respondents used purposive sampling that is by considering several criteria, selected respondents who are domiciled in jabodetabek area and have purchased dessert box products. The questionnaire was then tested to 250 respondents. Then the data is processed using a simple linear regression analysis technique using IBM SPSS 22 software. From the results of hypothesis testing it is known that there is a positive and significant influence between viral marketing on purchase intention, positive and significant influence between celebrity endorser on purchase intention, and positive and significant influence between brand awareness of purchase intention dessert box products. Keyword: Viral Marketing, Celebrity Endorser, Brand Awareness, Purchase Intention

Does Viral Marketing really Effective?

Abstract In this article, we examine the effectiveness of viral marketing toward young adults since the majority of Internet users are in this age group. It is also noted that we will only focus on video type of viral messages, which is the most common way to utilized viral marketing for firms. We will discuss how viral video influence consumer behavior in terms of brand images, brand choice, user experience and working memory in this paper. Our results illustrated viral video helps majority of consumers to link the brand images with the brand in a positive way. Secondly, user experience will influence consumer attitude toward viral video while the influence can be positive and negative. Thirdly, viral video can influence the brand choice of consumers and become part of their working memory, which means it can become part of their future options. According to our research, viral video can be an effective way to influence consumer purchase decision

PENGARUH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MS GLOW DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Lampung)

ABSTRAK Viral marketing merupakan teknik pemasar yang disampaikan dari satu konsumen ke konsumen lain melalui cara-cara digital. Sehingga banyaknya produk yang beredar dipasaran akan mempengaruhi minat seseorang untuk membeli suatu produk. Berdasarkan hal tersebut, penelitian dengan rumusan masalah mengenai pengaruh viral marketing terhadap keputusan pembelian Ms Glow, pengaruh viral marketing terhadap brand image, pengaruh brand image terhadap keputusan pembelian Ms Glow, serta pengaruh viral marketing dan keputusan pembelian Ms Glow terhadap brand image. Tujuan penelitian ini adalah untuk mengetahui pengaruh mediasi brand image terhadap viral marketing dan keputusan pembelian. Metode penelitian ini merupakan penelitian kuantitatif. Populasi dalam penelitian ini adalah seluruh Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Lampung sedangkan sampel penelitian diambil menggunakan rumus Slovin dimana sampel ini dihitung keseluruhan jumlah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Lampung lalu di bagi dengan rumus yang telah ditentukan sehingga mendapatkan sampel 97 sampel. Hasil dalam penelitian menunjukkan bahwa pengaruh viral marketing terhadap keputusan pembelian menunjukkan adanya pengaruh positif signifikan, Viral marketing terhadap brand image menunjukkan adanya pengaruh positif signifikan pada produk MS Glow terhadap brand image. Brand image terhadap keputusan pembelian berpengaruh positif. Brand image mampu memediasi antara viral marketing terhadap keputusan pembelian menunjukkan pengaruh positif signifikan. Sehingga semakin tinggi produsen melakukan strategi viral marketing dan diimplementasikannya brand image maka akan mempengaruhi keputusan pembelian secara positif. Kata Kunci : Viral Marketing, Keputusan Pembelian, Brand Image. ABSTRACT Viral marketing is a marketing technique that is conveyed from one consumer to another through digital means. So that the number of products circulating in the market will affect a person's interest in buying a product. Based on this, research with the formulation of the problem regarding the effect of viral marketing on Ms Glow's purchasing decisions, the effect of viral marketing on brand image, the effect of brand image on Ms Glow's purchasing decisions, as well as the influence of viral marketing and Ms Glow's purchasing decisions on brand image. The purpose of this study was to determine the mediating effect of brand image on viral marketing and purchasing decisions. This research method is quantitative research. The population in this study were all students of the Faculty of Economics and Business, University of Lampung, while the research sample was taken using the Slovin formula where this sample was calculated for the entire number of students at the Faculty of Economics and Business, University of Lampung, then divided by the formula that had been determined to obtain a sample of 97 samples. The results in the study showed that the effect of viral marketing on purchasing decisions showed a significant positive effect. Viral marketing on brand image showed a significant positive effect on MS Glow products on brand image. Brand image has a positive effect on purchasing decisions. Brand image is able to mediate between viral marketing and purchasing decisions showing a significant positive effect. So that the higher the producer carries out the viral marketing strategy and the implementation of the brand image, the more positive the purchasing decision will be. Keywords: Viral Marketing, Purchase Decision, Brand Image