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All Journal Jurnal Ekonomi Syariah Pelita Bangsa
Riza Safira Nurulita
Universitas STIKUBANK
Religion Education

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Attempt to Boost the Sales through the Adoption of Viral Marketing Strategy Riza Safira Nurulita; Ignatius Hari Santoso
Jurnal Ekonomi Syariah Pelita Bangsa Vol. 8 No. 01 (2023): JESPB Edisi April 2023
Publisher : LPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jespb.v8i01.712

Abstract

Differences in marketing tools due to technological developments allow marketers to customize and use digital platforms, one of which is using of viral marketing strategies. This study confirms the role of viral marketing strategies in Azarine's skincare product purchase intentions and attempts to measure the effectiveness of these strategies on sales. By using 100 respondents spread across different cities in Indonesia via social media, the results proved that viral marketing strategies divided into messenger, messages and environments, can be significant predictors of consumer’s purchase intention. The relationship between the designs was tested by SmartPLS4 with the path analysis technique, showed that increased interaction and product engagement generated interest in purchases and effectively increased sales in the short term
Co-Authors Santoso, Ignatius Hari