Pengaruh Viral Marketing pada Sosial Media Terhadap Keputusan Penggunaan Layanan Si Cepat (Studi Kasus pada Masyarakat Kabupaten Semarang)
DOI:
https://doi.org/10.35473/jibaku.v5i2.4254Keywords:
viral marketing, sosial media, keputusan pembelian, layanan kurir, perilaku konsumenAbstract
This study aims to analyze the influence of viral marketing on social media on the decision to use the Si Cepat service in Semarang Regency. The research method uses a quantitative approach with a sample of 100 respondents selected by purposive sampling. Data were collected through a structured questionnaire and analyzed using simple linear regression analysis. The results of the study showed that viral marketing on social media had a positive and significant effect on the decision to use Si Cepat services with a determination coefficient value (R²) of 0.742 or 74.2%. These findings indicate that viral marketing strategies through social media platforms are effective in influencing consumer behavior to use Si Cepat services.
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh viral marketing pada sosial media terhadap keputusan penggunaan layanan Si Cepat di Kabupaten Semarang. Metode penelitian menggunakan pendekatan kuantitatif dengan sampel 100 responden yang dipilih secara purposive sampling. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa viral marketing pada sosial media berpengaruh positif dan signifikan terhadap keputusan penggunaan layanan Si Cepat dengan nilai koefisien determinasi (R²) sebesar 0,742 atau 74,2%. Temuan ini mengindikasikan bahwa strategi viral marketing melalui platform sosial media efektif dalam mempengaruhi perilaku konsumen untuk menggunakan layanan Si Cepat.
References
Chen, Y., Zhang, W., Liu, X., & Wang, J. (2024). Digital marketing transformation and ROI optimization: Evidence from Asian markets. International Journal of Digital Marketing, 12(3), 189-205.
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., & Van Wijk, R. (2022). Why pass on viral messages? Because they connect emotionally. Business Horizons, 65(3), 291-301.
Ferguson, R. (2023). The anatomy of viral marketing: Understanding the mechanics of social sharing. Journal of Digital Marketing, 8(2), 45-62.
Kaplan, A. M., & Haenlein, M. (2021). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 64(1), 59-68.
Kim, S. H., & Lee, J. Y. (2023). Viral marketing effectiveness in emerging markets: A meta-analytical review. Journal of International Marketing, 31(4), 67-84.
Kotler, P., & Armstrong, G. (2024). Principles of Marketing (18th ed.). Pearson Education.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2023). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 87(1), 75-91.
Nugroho, A., Santoso, B., & Wulandari, S. (2023). Digital engagement patterns in suburban Indonesia: A comparative study. Asian Journal of Communication, 33(2), 145-162.
Putra, D. A., & Sari, M. I. (2024). Pertumbuhan industri logistik Indonesia: Peran digital marketing dalam akuisisi pelanggan. Jurnal Manajemen Logistik Indonesia, 8(1), 23-38.
Raharjo, T., & Prasetyo, H. (2024). Infrastructure quality and viral marketing effectiveness in Indonesian suburban areas. Technology in Society, 76, 102-115.
Rodriguez, M. A., & Martinez, C. L. (2023). Millennial consumer behavior and social media influence: A cross-cultural analysis. Consumer Psychology Review, 6(3), 78-95.
Singh, R., & Patel, K. (2024). Data-driven optimization of viral marketing campaigns: ROI implications. Journal of Business Research, 158, 113-127.
Smith, J. A., & Johnson, M. B. (2024). Social media influence on consumer decision-making: A meta-analysis of recent studies. International Journal of Consumer Studies, 48(2), 234-248.
Thompson, L. K., & Davis, M. R. (2023). Humor in viral content: Impact on engagement and sharing behavior. Journal of Interactive Marketing, 61, 45-58.
Wang, L., & Li, H. (2023). Digital word-of-mouth and its impact on purchase intention: Evidence from social media platforms. Electronic Commerce Research and Applications, 58, 101-112.
Wijaya, R., & Kusuma, A. (2024). Digitalisasi wilayah suburban: Studi kasus adopsi teknologi di Jawa Tengah. Jurnal Teknologi Informasi dan Komunikasi, 11(2), 67-82.
