The impact of Viral Marketing on Purchase Intention  mediated by Consumer Behavior (Study on Tiktok User of  Management Students at Bhayangkara Jakarta Raya University)

Fitriani, Ike; Hadita, Hadita; Faeni, Dewi Puspaningtyas

doi:10.32924/jscd.v4i2.72

Cited by 4 publications

(4 citation statements)

References 4 publications

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“…The influence of viral marketing on purchase intention as mediated by consumer behavior was examined by Fitriani et al in 2022. This study aimed to determine the impact of viral marketing on purchase intention mediated by consumer behavior (Study on TikTok User Management Students at Bhayangkara Jakarta Raya University). The study has involved 141 respondents, and the data analysis has been done using the Smart PLS 3.0 application.…”

Section: Review Of Literaturementioning

confidence: 99%

https://kuey.net/index.php/kuey/article/view/3470a"Mediating Effect of Brand Loyalty on Viral Marketing and Consumer Purchase Intention towards Cosmetic Products - An Investigation in Agartala City”

Bhowmik,

Chowdhury

2024

kuey

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This study investigates the interplay between viral marketing, brand loyalty, and consumer purchase intention towards cosmetic products in Agartala, India. The research adopts a simple random sampling method to gather data from a sample size of 300 participants. Following the Baron and Kenny model for mediation analysis, the study utilizes SPSS 20 for multiple linear regression. The results uncover a partial mediation effect, indicating that brand loyalty partially mediates the relationship between viral marketing and purchase intention among consumers in Agartala. This emphasizes how important brand loyalty is in influencing customer behavior in the cosmetics industry. By elucidating this mediation mechanism, the study enriches understanding of consumer decision-making processes within the context of viral marketing in Agartala. Moreover, it offers actionable insights for marketers aiming to optimize their strategies in the region's cosmetics industry. This study offers insightful information specifically suited to the Agartala market, aiding in the creation of successful local marketing plans.

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Section: Review Of Literaturementioning

confidence: 99%

https://kuey.net/index.php/kuey/article/view/3470a"Mediating Effect of Brand Loyalty on Viral Marketing and Consumer Purchase Intention towards Cosmetic Products - An Investigation in Agartala City”

Bhowmik,

Chowdhury

2024

kuey

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“…Hal ini menunjukkan bahwa TikTok dapat menjadi alat yang efektif dalam memasarkan produk dan meningkatkan penjualan, sehingga menarik minat dari banyak pengguna TikTok untuk mencoba memanfaatkannya sebagai sumber pendapatan tambahan (Fitriani et al, 2022;Maulidizen et al, 2022;Rosiyana et al, 2021).…”

Section: Motivasi Dan Tujuanunclassified

“…Dalam konteks promosi produk, seperti mukena travelling, kita dapat membuat konten yang menarik dengan memperlihatkan cara memasukan mukena tersebut dengan semenarik mungkin menggunakan musik atau trend video lainnya (Nanaj, komunikasi pribadi, 14 Maret 2023)" Dalam memanfaatkan platform TikTok sebagai alat pemasaran, konten live streaming harus kreatif dan menarik dengan dikaitkan dengan konten yang sedang tren. Hal ini akan membantu meningkatkan visibilitas produk dan mendapatkan perhatian lebih banyak dari pengguna TikTok ataupun dari penonton live streaming (Fitriani et al, 2022).…”

Section: Tren Dan Perkembangan Tiktokunclassified

Live-streaming TikTok: Strategi mahasiswa cerdas untuk meningkatkan pendapatan di era digitalisasi

Agistiani,

Rahmadani,

Hutami

et al. 2023

J. Manag. Digit. Bus.

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The rapid development of the live streaming trend in the digital era has made the TikTok application a popular platform for young people. However, the increasing number of TikTok users makes competing with other well-known Live Streamers difficult. This research aims to find specific strategies and best practices for live-streaming TikTok that are effective for students to maximize the potential for additional income in the digital era. This study uses a qualitative approach to gathering information from semi-structured interviews and non-participant observation. The research participants are five students who have succeeded in live streaming TikTok, have at least three months of experience in live streaming TikTok, and have generated income from this platform. There are two options for earning additional income through TikTok live streaming. First, become a live host with consistent income, or second, live stream independently to market products with inconsistent income.

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“…Fitriani, Hadita and Faeni make significant strides toward understanding consumer behavior through their research on viral marketing's effect on purchase intentions mediated by consumer behavior. Their investigation investigates social media platforms -specifically TikTok -on consumer behaviors to illuminate an evolving consumer interactions landscape as well as highlight digital marketing strategies as key to its effectiveness [2]. Sheth explores the future directions of consumer behavior research, marketing strategy and analytics [3].…”

Section: Introductionmentioning

confidence: 99%

Big Data Analysis in Consumer Behavior: Evidence from the Retail, Healthcare, and Financial Services Industries

Wang

2024

AEMPS

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As a matter of fact, big data analytics has quickly become one of the cornerstones of various industries such as retail, healthcare, and financial services. This study delves into the applications of big data analytics within various sectors, exploring how models such as AISAS, PDCA, and customer segmentation can assist organizations in crafting successful data-driven strategies. Based on case studies, it is found that retailers utilizing the AISAS model can significantly increase customer engagement and optimize marketing strategies, while healthcare organizations applying PDCA through big data analytics improve patient outcomes and operational efficiencies. Financial services using customer segmentation models experience improved customer satisfaction and profitability. Big data analytics enable more customized, efficient decision-making processes. This extensive review explores how big data analytics can provide tailored solutions to complex industry problems. The findings from this investigation can assist businesses across multiple sectors understand both its practical benefits and possible downsides when implemented into operations.

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The impact of Viral Marketing on Purchase Intention mediated by Consumer Behavior (Study on Tiktok User of Management Students at Bhayangkara Jakarta Raya University)

Cited by 4 publications

References 4 publications

https://kuey.net/index.php/kuey/article/view/3470a"Mediating Effect of Brand Loyalty on Viral Marketing and Consumer Purchase Intention towards Cosmetic Products - An Investigation in Agartala City”

https://kuey.net/index.php/kuey/article/view/3470a"Mediating Effect of Brand Loyalty on Viral Marketing and Consumer Purchase Intention towards Cosmetic Products - An Investigation in Agartala City”

Live-streaming TikTok: Strategi mahasiswa cerdas untuk meningkatkan pendapatan di era digitalisasi

Big Data Analysis in Consumer Behavior: Evidence from the Retail, Healthcare, and Financial Services Industries

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