Pengaruh Promosi Melalui Media Sosial Terhadap Pengambilan Keputusan Kursus Bahasa Inggris Pare Dengan Viral Marketing Sebagai Variabel Intervening

Abstract

This study aims to determine the effect of promotion through social media on the decision of English language courses at CELL institutions Pare Kediri East Java - English Village with viral marketing as an intervening variable. The population in this study were course participants at the CELL institution Pare Kediri East Java - English Village. The sampling technique uses non-probability sampling technique which is accidental sampling and the number of samples is 100 respondents. This research is quantitative research. Data analysis is used using path analysis (path analysis) with the SPSS version 20.0 application. For the endogenous variable (Y) of this study is the purchase decision, for exogenous variables (X) is promotion through social media, and for intervening variables (Z) is viral marketing. The results of this study indicate that: (1) There is a positive significant influence between promotion through social media on purchasing decisions. (2) There is a positive significant influence between promotion through social media on viral marketing. (3) There is a significant positive influence between viral marketing on purchasing decisions. (4) Yes significant influence between promotion through social media on purchasing decisions with viral marketing as an intervening variable.

Viral Marketing Concept and Viral Marketing Development on Consumer Buying Approach

“…The results of an interview with one of the MSME visitors obtained information that these MSMEs are in a comfortable and spacious environment, moreover, the place is nice, contemporary, and comfortable so that it produces unique photos to be reshared on Instagram social media. After seeing the suitability of the field results with the theory of viral marketing strategies and viral marketing criteria, there is also a match between the reality of the field and the latest theory, namely the theory of the advantages of viral marketing according to Richardson and Elaine in Farih (2019).…”

“…Customers want to tell their friends about this type of marketing campaign because it is so effective. It can be summarized as follows: The use of word of mouth marketing in online marketing is closely related to the creation of infectious information or marketing methods so that customers want to share it with their friends (Farih et al, 2019).…”

The Effect of Influencer Marketing, Viral Marketing and Customer Engagement on Purchase Intention at Bloods Store in Purwokerto

“…The term "purchase intention" describes a customer's plan to make a purchase or utilize a service (Liu & Wang, 2019). Meanwhile, purchasing decisions are the process of making decisions regarding purchases which includes what is determined to be purchased or what is not purchased (Farih et al, 2019). Most customers look into their product and study with the influencer through online search about the information both brand and influencer provided.…”

Penerapan Metode Design Thinking Pada Perancangan User Interface Dan User Experience Aplikasi Bimbingan Belajar Bahasa Inggris Online

“…Selayaknya tujuan bahasa yang sebenarnya adalah untuk berkomunikasi maka bila belajar bahasa inggris tidak dipraktekkan secara langsung maupun digunakan pada situasi sehari-hari maka tidak akan sempurna [4]. Opsi bimbingan belajar bahasa inggris secara offline seperti yang ada pada kampung inggris juga marak dipilih oleh pelajar [5]. Namun terkadang biaya untuk tinggal dan belajar disana tidaklah murah bagi beberapa pelajar.…”