MENGUATKAN KEPUTUSAN PILIHAN MELALUI STRATEGI VIRAL MARKETING DAN WORD OF MOUTH (WOM)

Authors

  • Mega Mirasaputri Cahyanti Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.32815/jibeka.v16i1.470

Keywords:

Viral Marketing, Word of Mouth, Social Media Marketing, Decision on Choosing

Abstract

In approximately March 2020, Institute Asia become viral through social media, television media, and many more. Besides, the number of new students surprisingly increase compared to last year, even though in this year, many private campuses have a decreasing amount of new students. That’s why the researcher tries to figure out whether viral marketing, social media marketing, and WOM have an effect on the new student make a decision on choosing the campus. This research method is using multiple linear regression, with the number of sampling is 155 respondents. The sampling technique was used is simple random sampling by google form. The results in this research showed that viral marketing, WOM, have a positive and significant effect on new student make a decision on choosing the campus. Besides, social media marketing has no significant effect on a decision on choosing a campus.

References

Prayogi, Bagus Setyo (2021). Analisis pengaruh citra merek, harga, e-Servqual pada

kepuasan pelanggan terhadap minat beli ulang di situs tokopedia. Undergraduate thesis, UNIVERSITAS MUHAMMADIYAH JEMBER. Dapat diakses online pada link: http://repository.unmuhjember.ac.id/10938/

Cahyanti, Mega Mirasaputri. 2020. Pengaruh Viral Marketing Terhadap Kepercayaan

Mahasiswa Serta Dampaknya Terhadap Keputusan

Dalam Memilih Kampus. Jurnal SENABISMA: Prosiding Seminar Nasional Bisnis dan Manajemen. Vol. 5 hal 144-151.

Hamdani, M. Yusuf, Maward, M. Kholid. (2018) “Pengaruh Viral Marketing

Terhadap Kepercayaan Konsumen Serta Dampaknya Terhadap

Keputusan Pembelian. Jurnal Administrasi Bisnis Universitas Brawijaya. Dapat dikases online pada link: http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2493

Hasan, Ali. 2010. Marketing dari Mulut ke Mulut, Jogjakarta, Media Pressindo.

Hermawan, Anton. 2017. Pengaruh Word of Mouth terhadap Minat

Berkunjung Pemustaka Pada Perpustakaan Daerah Salatiga. Lentera Pustaka 3 (1): 59-79, 2017. Available Online at: http://ejournal.undip.ac.id/index.php/lpustaka.

Ho, J.Y.C., Dempsey, M. 2009. Viral Marketing: Motivation to Forward Online Content.

Journal of Business Research, 63, 1000-1006.

Insitut Asia Malang. 2020. Testimoni ILUSI (Ikatan Alumni Institut Asia). Diakses pada 12

Juli 2020 di link: https://www.youtube.com/watch?v=nJVKOy31OoU.

Kasmia. 2020. Pengaruh Pola Pikir Terhadap Kemampuan Presentasi Mahasiswa Program

Studi Komunikasi dan Penyiaran Islam IAIN Parepare. Central Library of State of Islamic Institute Parepare. Dapat diakses online melalui link: http://repository.iainpare.ac.id/1585/1/15.3100.006.pdf.

Kotler, Philip. 2004. Marketing Management, The Millenium Edition. Englewood Cliffs, New

Jersey: Prentice Hall.

Kotler dan K.L. Keller. 2009. Manajemen Pemasaran. Edisi kedua belas. jilid 1. PT Index.

kelompok Gramedia. Jakarta.

Marentika, Vina. 2021. Pengaruh Konsep Diri Dan Dukungan Sosial Terhadap Kejenuhan

Belajar Dalam Jaringan Pada Mahasiswa Dimasa Pandemi Covid-19. Skripsi Universitas Islam Negeri Raden Intan Lampung. Dapat diakses online di :

http://repository.radenintan.ac.id/13364/2/PERPUS%20PUSAT.pdf

Neti, Sisira. 2011. Media Social and Its Role In Marketing. International Journal of Enterprise

Computing and Business Systems. ISSN. 1:1-15.

Putra. I Dewa, Putu, Gede, Wiyata , Aristana. Made, Dona, Wahyu. 2020. Pengaruh

Social Media Marketing terhadap Brand Awareness Dan Purchase Intention (Studi Kasus: SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi dan Bisnis Universitas Udayana 9.11 (2020):1035-1044. Dapat diakses secara online melalui link: file:///D:/65375-109-182620-1-10-20201130.pdf .

Sernovitz, Andy,. 2009. Word of Mouth Marketing:How Smart Companies Get People Talking

(Revised Edition). New York: Kaplan Publishing.

Sugiyono. 2015. Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif dan R&D).

Alfabeta: Bandung.

W. Glynn Mangold dan David J. Fauld. 2009. social media: the new hybrid elemen of the

promotion mix Business Horizons (2009) 52, 357-365.

Widjaja, Yani Restiani , Alexandra, Ruth. 2019. The Impact of Viral Marketing on consumer

Interest on Indihome Product. e-Jurnal Apresiasi Ekonomi Volume 7, Nomor 1, Januari 2019 : 103 -107. Diakses pada tanggal 12 juli 2021 melalui link: https://www.researchgate.net/publication/331255659_THE_IMPACT_OF_VIRAL_MARKETING_ON_CONSUMER_INTEREST_ON_INDIHOME_PRODUCT

Downloads

Published

12-02-2022

How to Cite

Cahyanti, M. M. (2022). MENGUATKAN KEPUTUSAN PILIHAN MELALUI STRATEGI VIRAL MARKETING DAN WORD OF MOUTH (WOM). Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(1), 95–108. https://doi.org/10.32815/jibeka.v16i1.470

Issue

Vol. 16 No. 1 (2022): Jurnal Ilimiah Bisnis dan Ekonomi Asia

Section

Articles

License

Jurnal Ilmiah Bisnis dan Ekonomi Asia is Open Access which means makes all of the content of the article in this journal available for free to the public. Any part of the manuscripts in this journal can be downloaded, shared, mixed, reused, and processed by the public. However, they should acknowledge the author and share with the same license selected by the journal manager.