The Influence of Viral Marketing toward Brand Awareness and Purchase Decision
- https://doi.org/10.2991/icebef-18.2019.138How to use a DOI?
- viral marketing; brand awareness; purchase decision; social media instagram
Social media has become part of daily life of society in Indonesia, so it is used by business actors to promote their products, with the purpose of advertising messages delivered can be disseminated to others and become viral so as to increase awareness of the product and purchase decision. So the purpose of this study is to know how the impact of social media in creating viral marketing and its impact on Brand Awareness and purchase decision. Data collection techniques used were questionnaires distributed to 150 respondents of social media users then analyzed by using SEM. The results of this study indicate that the use of social media in viral marketing can increase Brand Awareness of the product and purchase decision.
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ati Mustikasari AU - Sri Widaningsih PY - 2019/05 DA - 2019/05 TI - The Influence of Viral Marketing toward Brand Awareness and Purchase Decision BT - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) PB - Atlantis Press SP - 647 EP - 650 SN - 2352-5428 UR - https://doi.org/10.2991/icebef-18.2019.138 DO - https://doi.org/10.2991/icebef-18.2019.138 ID - Mustikasari2019/05 ER -