The Impact of Viral Marketing on Consumer Interest on Indihome Product

Widjaja, Yani Restiani; Alexandra, Ruth

doi:10.31846/jae.v7i1.141

Cited by 3 publications

(3 citation statements)

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“…Consumer attitudes (Y1) are measured through 6 indicators, namely: (Y11) desire, (Y12) useful (Amalia & Darmawan, 2023), (Y13) behavioral beliefs, (Y14) outcome evaluation (Azjen, 2012) in (Susanto & Sahetapy, 2021), (Y15) good decision, (Y16) wise decision (Amalia & Darmawan, 2023). Meanwhile, Purchase Interest (Y2) is measured through 5 indicators, namely: (Y21) wants to own the product, (Y22) is interested in trying, (Y23) is considering buying, (Y24) is interested in looking for information about the product, (Y25) wants to know about the product (Widjaja & Alexandra, 2019).…”

Section: Methodsmentioning

confidence: 99%

How Strongly Do Hedonism and Social Values Influence Consumers' Attitudes and Purchase Intention? Empirical Evidence From Vosco Coffee

Rohima,

Anjaningrum

2024

JAE

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Indonesia has achieved fourth in the global coffee production ranking, witnessing a 4.04% rise in coffee consumption, reaching an unprecedented level of 5 million bags (60 kg each) in 2020/2021. This surge has attracted numerous young entrepreneurs to the thriving coffee industry, especially in the burgeoning coffee shop sector. Cities such as Jakarta, Surabaya, and Medan, as well as educational hubs like Malang, are experiencing a proliferation of coffee establishments, creating new opportunities for the industry. This research aims to thoroughly assess how hedonism and social values influence customer attitudes and purchasing intentions, with a detailed examination of the mediating role of customer attitudes. The study focuses on Vosco Coffee consumers in Malang, with a carefully selected sample of 180 respondents using accidental sampling technique. Quantitative data collected through well-designed questionnaires underwent rigorous analysis using the Partial Least Square (PLS) method. The empirical findings emphasize that hedonism and social values directly, positively, and substantially impact consumer attitudes and purchase intentions. Notably, a resilient customer attitude significantly enhances purchasing intentions. This study encourages future researchers to conduct more comprehensive investigations into the factors shaping consumer attitudes and purchase intentions in this context.Keywords: Hedonism, Social Value, Consumer’s Attitude, Purchase Intention

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Section: Methodsmentioning

confidence: 99%

How Strongly Do Hedonism and Social Values Influence Consumers' Attitudes and Purchase Intention? Empirical Evidence From Vosco Coffee

Rohima,

Anjaningrum

2024

JAE

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“…By receiving information on social networks presented in the form of content, social network users who were Mixue consumers will send information that they find interesting. In content forwarding, it is stated to estimate how often information is forwarded, consumers will voluntarily share content information with friends or family members who also have the same interest in the information sent (Widjaja & Alexandra, 2019). Finally, by creating creative viral marketing content on Instagram and relevant to consumer interests, it can stimulate consumers' desire to convey information which leads to the decision to purchase Mixue ice cream.…”

Section: The Influence Of Viral Marketing On Instagram On Purchase De...mentioning

confidence: 99%

The Effect of Viral Marketing and Online Customer Reviews on Instagram on Purchase Decisions for Mixue Ice Cream in Surabaya

Syamsya,

Purwanto

2023

JBMR

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A new ice cream brand from China called “Mixue” appeared in Indonesia recently and made people queue just to taste the ice cream product, even though Mixue is not the first choice of ice cream brand in Indonesia. The researcher wanted to find out the impact of viral marketing and online customer reviews on Instagram on the purchase decision of Mixue ice cream in Surabaya. This study used quantitative methods, with the research subjects being Mixue ice cream consumers in Surabaya and Instagram users. This study involved the participation of 98 people using the non-probability sampling method and purposive sampling as the technique. To collect data, researchers distributed questionnaires online with a Likert Scale. The data would be analyzed using the Partial Least Squares (PLS) method. The results showed that viral marketing had a substantial impact on Mixue ice cream purchase decisions in Surabaya, and online customer reviews had a large impact on Mixue ice cream purchase decisions in Surabaya.

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“…Sejalan dengan hasil penelitian yang dilakukan oleh (Kaloka, 2016) Viral marketing menunjukkan bahwa konsumen memiliki dampak besar pada motivasi pembelian. Penelitian lain yang dilakukan oleh (Widjaja & Alexandra, 2019) juga menunjukkan hasil serupa bahwa viral marketing memiliki pengaruh positif terhadap minat beli konsumen.…”

Section: Hasil Danunclassified

Investigasi Antesedents Minat Beli Produk Online “Shopee” di Daerah Yogyakarta

Nurdiana

Albari

2022

jiss

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This study aims to examine the effect of viral marketing, e-cosyummer reviews, prices, consumer lifestyles and consumer confidence on consumer buying interest on the shopee application in the area. Yogyakarta. This research uses quantitative methods. The population used in this study is all people who buy products on the Shopee application who are domiciled in the Yogyakarta area. The sampling technique used in this research is convenience sampling. Based on the results of descriptive analysis, the highest average score on the viral marketing variable is based on three indicators, namely the existence of promos and discounts sent to consumers, information that is easy to understand and spreading information through the comments column. The results of this study succeeded in showing 12 proven hypotheses. Based on the results of descriptive analysis, the highest average score on the viral marketing variable is found in three indicators, namely the existence of promos and discounts sent to consumers, information that is easy to understand and spreading information through the comments column.

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The Impact of Viral Marketing on Consumer Interest on Indihome Product

Cited by 3 publications

References 0 publications

How Strongly Do Hedonism and Social Values Influence Consumers' Attitudes and Purchase Intention? Empirical Evidence From Vosco Coffee

How Strongly Do Hedonism and Social Values Influence Consumers' Attitudes and Purchase Intention? Empirical Evidence From Vosco Coffee

The Effect of Viral Marketing and Online Customer Reviews on Instagram on Purchase Decisions for Mixue Ice Cream in Surabaya

Investigasi Antesedents Minat Beli Produk Online “Shopee” di Daerah Yogyakarta

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