THE EFFECT OF SOCIAL MEDIA VIRAL MARKETING ON PURCHASE INTENTION AT SNACK FOOD PRODUCT SMES IN BANDUNG

• Main Author: Karimah, Isnah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78673
• Institution: Institut Teknologi Bandung

Nowadays, the development of technology and information is growing more rapidly. The development of technology and information causes the information can be searched and delivered very easily and quickly through the internet. The existence of the new technology based on the internet provides new opportunities for the way of marketing techniques are developed (Montgomery, 2001; Shukla, 2010; Stephansen, 2009). One of the modern technique to marketing the products and services through the use of interactive technology is called viral marketing (Zernigah & Sohail, 2012). SMEs can implement and develop viral marketing strategy use social media to reach the largest customer in an efficient way so that they can struggle in the market competition. Recently, viral marketing is suitable to be used by SMEs to attract purchase intention. The purpose of this paper focuses on analyzing the effect of social media viral marketing on purchase intention at snack food product SMEs in Bandung. Based on this analysis, the researcher will try to design strategy of social media viral marketing in order to attract purchase intention. This study will conduct in Bandung. The sample will consist of 100 young people limit on age 15-24 years old that will select by a judgment sampling with respondents completing a five-point likert scale close-ended questionnaire. In this research, viral marketing defines an independent variable and purchase intention defines as a dependent variable. The simple linear regression method is used to analyze the effect of viral marketing on purchase intention. The result shows that viral marketing has a positive effect on purchase intention. Viral marketing must be design by including contents such as informativeness, exploit motivation & behavior and entertainment. When implementing viral marketing, SMEs snack food is recommended to using social media as key platform and including give away program. This paper will be useful for marketers, business owner and especially for another party involved in snack food SMEs to understand the effect of viral marketing and understand the importance of the using viral marketing in order to attract purchase intention. Hopefully, they can understand how to design the strategy of viral marketing to attract purchase intention so that they can implement viral marketing strategy in their social media to attract purchase intention successfully.