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Rani Darmayanti
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Revenue Journal: Management and Entrepreneurship
Published by CV. Bimbingan Belajar Assyfa
ISSN : 30261058     EISSN : 30261058     DOI : https://doi.org/10.61650/rjme
Core Subject : Economy,
Economics, Econometrics & Finance
Revenue Journal: Management and Entrepreneurship is a high-quality, open-access, peer-reviewed journal published by Bimbingan Belajar Assyfa. Revenue Journal: Management and Entrepreneurship provide a platform for researchers, academicians, professionals, practitioners, and students to impart and share knowledge through high-quality empirical and theoretical research papers, case studies, literature reviews, and book reviews. Revenue Journal: Management and Entrepreneurship welcomes and acknowledges high-quality theoretical and practical original research papers, case studies, review articles, literature reviews, book reviews, conceptual frameworks, analytical and simulation models, technical notes from researchers, academicians, professionals, practitioners, and students from all over the world. The Revenue Journal: Management and Entrepreneurship publishes research papers in all areas of management and entrepreneurship. Its global readership includes business management, entrepreneurship, and economics. This journal warmly welcomes contributions from scholars from related disciplines. This journal warmly welcomes contributions from scholars of related fields.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 11 Documents
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Viral Marketing: Mixue the King of Snow Ice Cream—How does this franchise affect the market? Endang Sungkawati; Dwi Rizki Novitasari; Salah Ben Hamad
Revenue Journal: Management and Entrepreneurship Vol 1 No 2 (2024): Revenue Journal: Management and Entrepreneurship
Publisher : CV. Bimbingan Belajar Assyfa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61650/rjme.v1i2.274

Abstract

The food and beverage (F&B) industry in Indonesia is experiencing a notable expansion, with an anticipated growth rate of five to seven percent by the conclusion of 2023. The interconnection between these phenomena cannot be disentangled from the shifts in individuals' lifestyles, particularly in urban areas where there is a preference for quick food and beverages. The present study employs a qualitative descriptive research approach, utilizing a literature review methodology. This methodology incorporates information and data collection methodologies sourced from a range of scholarly literature, with a particular emphasis on recent study findings published in journals within the past five years. The present study involved the collecting of data through searches conducted on Google Scholar, Vosviewers, Harzing’s publish, or Perish, utilizing the following keywords: "viral marketing," "ice cream king," "brand," and "Mixue purchases." The findings indicate that viral marketing exerts a favorable and statistically significant impact on both consumer interest and purchasing behavior. In addition, it is worth noting that turbo marketing can exert a clear and substantial influence on consumer buying behavior. Ultimately, the presence of a brand image and brand awareness can exert a favorable and significant influence on consumer buying behavior.

Page 2 of 2 | Total Record : 11

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