FALAH Jurnal Ekonomi Syariah
Vol. 4 No. 2 (2019): Agustus 2019

Pembentukan Citra Merek Minimarket Melalui Viral Marketing (Studi Kasus Minimarket 212)

Yulia Hamdaini Putri (Program Studi Manajemen, Universitas Sriwijaya)
Dessy Yunita (Program Studi Manajemen, Universitas Sriwijaya)
Aslamia Rosa (Unknown)

Article Info

Publish Date
30 Aug 2019


Brand image is one of the important aspects of marketing, this also happens to the 212 minimarkets which is being discussed lately. The aims of this study are to understand the role of viral marketing on the formation of brand images and interest in shopping at minimarket 212. This study is qualitative using questi0nonaire as the method of data collection. The population of this research is the general population of Palembang aged 16-69 years who have sufficient knowledge of 212 minimarkets. The result of this study, are as follows: first, that viral marketing has a significant effect on the brand image (Est: 0.426; SE: 0.033; CR: 0.033; P: 000). Second, that viral marketing has a significant effect on behavioral intentions (Est: 0.261; SE: 0.040; CR: 6.538; P: 0.000). Third, that brand image has a significant effect on behavioral intentions (Est: 1,187; SE: 0,067; CR: 17,708; P: 0,000). Thus, the effect of viral marketing on shopping interest in a 212 minimarket has the smallest influence value among other variables which is only 0.26 point. However, with the brand image variable as an intervening variable, the effect is greater up to 0.50 point, this means that brand image which formed through viral marketing get a good response from the public to increase the willingness to shop.

Copyrights © 2019

Journal Info





Economics, Econometrics & Finance


FALAH: Jurnal Ekonomi Syariah is managed by Department of Islamic Economic, Faculty of Islamic Studies, University of Muhammadiyah Malang (p-ISSN 2502-3918, e-ISSN 2502-7824) This journal published two times a year (Pebruary and August) since 2016. The journal presents the results of research in ...