Social media has become part of daily life of society in Indonesia, so it is used by business actors to promote their products, with the purpose of advertising messages delivered can be disseminated to others and become viral so as to increase awareness of the product and purchase decision. So the purpose of this study is to know how the impact of social media in creating viral marketing and its impact on Brand Awareness and purchase decision. Data collection techniques used were questionnaires distributed to 150 respondents of social media users then analyzed by using SEM. The results of this study indicate that the use of social media in viral marketing can increase Brand Awareness of the product and purchase decision.

AbstrakBerwisata sudah menjadi bagian dari kebutuhan sebagian masyarakat di Indonesia. Seiring dengan meningkatnya minat masyarakat Indonesia berwisata, maka industri parawisata pun mengalami perubahan pesat. Berbagai peluang usaha di bidang jasa pariwisata pun mulai merambah, seperti pemesanan tiket, akomodasi, hingga alternatif pilihan perjalanan seperti buku, blog, sosial media, layanan jasa informasi, hingga pengalaman yang didapat dari orang lain. Hal ini dilakukan agar penggemar kegiatan wisata mempunyai banyak pilihan berwisata sekaligus mengukur jumlah bujet yang harus dikeluarkan nantinya. Fenomena kesenangan masyarakat Indonesia yang senang membagi pengalaman, perasaan, dan lain sebagainya menjadikan media sosial seperti facebook, path, instagram dan lain-lain sangat populer di Indonesia. Kegiatan ini dinamakan e-WOM. Tujuan dari penelitian ini adalah ingin mengetahui apakah e-WOM pada media sosial dapat mempengaruhi keputusan berkunjung calon wisatawan khususnya ke Kota Bandung. Metode pengumpulan data pada penelitian ini menggunakan kuesioner yang disebarkan kepada 220 responden, yang kemudian diolah dengan menggunakan Analisis Jalur. Variabel yang diuji adalah Intensity (X1), Valence of Opinion (X2), Content (X3) dan Keputusan berkunjung (Y).Hasil dari penelitian ini adalah Intensity, Valence of Opinion, dan Content mampu mempengaruhi calon wisatawan untuk menentukan tempat tujuan wisata yang akan dia kunjungi di Kota Bandung baik secara parsial maupun simultan.Kata kunci: e-WOM, Keputusan berkunjung, Analisis Jalur, Wisata Abstract Travelling has become part of needs of some people in Indonesia. Along with the increasing interest of Indonesian people to travel, the tourism industry in Indonesia has also experienced rapid change. Business opportunities in tourism services was start to flourish, such as booking tickets, accommodation, until alternatives to travelling such as books, blogs, social media, information services, until the travelling experiences that were gained from others. This was offered to provide travel options for potential tourists and also to measure the amount of money that must be spent. The phenomenon in which people love to share experiences, feelings, and so makes social media such as Facebook, Path, Instagram and others are very popular in Indonesia. This activity is called as e-WOM. The purpose of this study was to determine whether the e-WOM on social media influence the decision of potential tourists in determining tourism destination. The data collection method of this study was questionnaire that distributed to 220 respondents, which was then processed using Path Analysis. The variables tested were Intensity (X1), Valence of Opinion (X2), Content (X3) and Decision visit (Y). The results of this study were that Intensity, Valence of Opinion, and Content able to influence the determination of tourism destinations in Bandung that will be visited by potential tourists either partially or simultaneously.Keywords: e-WOM, Decision visit, Path Analysis, Travel PendahuluanBerwis...

Generation Z is a generation that is well versed in technology, understands networks and is familiar with applications, so it is faster and easier for them to access various information needed, both for educational purposes and for the purposes of daily life. In addition, they are also able to interact with all walks of life through social media very intensely, are accustomed to doing various activities at the same time, and are easy to change. The purpose of this study is to evaluate whether the Telkom University SMB web is classified as successful and accepted by web users using the Technology Acceptance Model (TAM) method. Collecting data in this study using a questionnaire to the community in the city of Bandung. The number of respondents was 210 people, with the sampling technique used was purposive sampling. The analytical test tools used are Descriptive Analysis and Structure Equation Model (SEM). The results of this study indicate that perceived usefulness, perceived ease of use, perception of convenience, and attitudes towards use can influence the adoption of

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Compulsive Buying is known as an abnormal activity in shopping. It can be categorized a negative behavior, but from the marketer point of view this is a behavior that can be utilized to increase sales. The purpose of this study is to determine the factors that related and can affect compulsive buying, measure by variables such as fashion orientation, money attitude, self-esteem and conformity. In this study, researcher collect the data by distributing questionnaires to 210 adolescents in the city of Bandung and then analyze it using Multiple Regression Analysis. The results of this study indicate that fashion orientation, money attitude, self-esteem and conformity can affect compulsive buying either partially or simultaneously, with the most dominant factor is Conformity. It is expected that the results of this study can provide information about marketing strategies and how to take advantage of these variables to increase sales.