The Influence Of Viral Marketing On Online Purchasing Decisions Of Students

DOI

10.2991/teams-19.2019.21How to use a DOI?

Keywords

Viral Marketing; Marketing Strategies; Purchase Decision

Abstract

The application of viral marketing has become a strategy that is almost used by producers in offering their products. especially if the marketing target is students who are generation Z. Therefore this study tries to examine the effect of applying viral marketing to purchasing decisions made by students. The approach used was a quantitative study with a population of 2558 students, while 352 students were taken as samples. The results showed that the application of viral marketing greatly influenced purchasing decisions of students. This influence is caused by the ease of students in obtaining product information. In addition, marketing products with viral marketing allows potential customers to find out comments made by consumers who have bought the product before. This study can be used as a reference by producers in implementing marketing strategies, especially online marketing.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - M. Rudi Irwansyah
AU  - Sunitha Devi
AU  - Luh Gede Kusuma Dewi
PY  - 2019/11
DA  - 2019/11
TI  - The Influence Of Viral Marketing On Online Purchasing Decisions Of Students
BT  - Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19)
PB  - Atlantis Press
SP  - 111
EP  - 116
SN  - 2352-5428
UR  - https://doi.org/10.2991/teams-19.2019.21
DO  - 10.2991/teams-19.2019.21
ID  - Irwansyah2019/11
ER  -