Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli pada Burger King Indonesia
DOI:
https://doi.org/10.26740/jim.v9n2.p478-488Keywords:
brand awareness, viral marketing, purchase intention.Abstract
Competition for fast food restaurants is so fierce that companies need to find ways to do marketing wisely. Social media is one of the growing platforms that can be used as a marketing medium to reach consumers widely and quickly, which will lead to the emergence of consumer purchase intentions. This study aims to examine the effect of viral marketing and brand awareness on purchase intention. This study used 200 respondents with non-probability sampling techniques, and the method used was judgmental sampling were distributed using online questionnaires. Data were analyzed using multiple linear regression. This study found that viral marketing and brand awareness have a significant influence on purchase intention œBurger King Indonesia. Based on the result, it can be used as a recommendation œBurger King Indonesia in increase brand awareness more among competitors and have an impact to purchase intention.References
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Liu, H.-H., & Wang, Y.-N. (2019). Interrelationships between Viral marketing and Purchase Intention via Customer-Based Brand Equity. Journal of Business and Management Sciences, 7(2), 7283. https://doi.org/10.12691/jbms-7-2-3
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2017). How smartphone advertising influences consumers purchase intention. Journal of Business Research, 94(December 2017), 378387. https://doi.org/10.1016/j.jbusres.2017.12.047
Motwani, B., & Haryani, S. (2018). Investigating the Relation between Factors Effecting Viral marketing and Consumers Buying Intention Evaluated by a double blind review system. European Journal of Applied Business Management, 4(2), 5873.
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Sawaftah, D. A., Çalıcıoğlu, C., & Awadallah, R. I. (2019). The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus. Management Science Letters, 10(6), 13071320. https://doi.org/10.5267/j.msl.2019.11.027
Setiawan,K. (2020). Dampak Wabah Virus Corona terhadap Pizza Hut dan KFC. (https://bisnis.tempo.co/read/1318477/dampak-wabah-virus-corona-terhadap-pizza-hut-dan-kfc/full&view=ok, diakses pada 25 November 2020)
SI, S. (2016). Social Media and Its Role in Marketing. Business and Economics Journal, 07(01), 15. https://doi.org/10.4172/2151-6219.1000203
Soewandi, M. (2015). The impact of Social Media Communication on Brand awareness, Brand Equity and Purchase Intention. Interaksi Online, 3(2), 204213.
Suryadi, D. (2015). The Impact of Brand Equity towards Purchase Intention on PT . X s Candy. IBuss Management, 3(2), 18.
Susilowati, E., & Sari, A. N. (2020). (ijm&p). February, 3953. https://doi.org/10.14807/ijmp.v
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Tribunnews.com. (2019). Alasan Umum Kenapa Junk Food Disukai Banyak Orang, Padahal Tidak Sehat. (https://www.tribunnews.com/kesehatan/2019/08/30/alasan-umum-kenapa-junk-food-disukai-banyak-orang-padahal-tidak-sehat?page=, diakses pada 21 April 2021)
Trivedi, J. P. (2017). The Effect of Viral marketing Messages on Consumer Behaviour. Business, Management and Economics Research, 17(2), 8498. https://doi.org/10.32861/bmer.65.58.66
Kbbi.kemdikbud.go.id. 2020. Viral (Def.1 dan 2) (n.d) dalam Kamus Besar Bahasa Indonesia (KBBI) Online. (https://kbbi.kemdikbud.go.id/entri/viral, diakses pada 20 Desember 2020).
Walangitan, A., Pangemanan, S., & Rumokoy, F. (2015). Analysing the Impact of Brand Equity on Consumer Purchase Intention of Etude House Cosmetic Product in Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2), 758766. https://doi.org/10.35794/emba.v3i2.8898
Wiludjeng, S., & Nurlela, T. S. (2013). Pengaruh Viral marketing Terhadap Keputusan Pembelian Pada PT œX. Proceeding Seminar Nasional Pengaruh Viral marketing Terhadap Keputusan Pembelian Pada Pt œX, 1(Viral marketing), 978979. http://publikasiilmiah.ums.ac.id:8080/handle/123456789/3838.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195211. https://doi.org/10.1177/0092070300282002
Durianto, D., Sugianto, & Budiman, L. J. (2004). Brand Equity Ten Strategi Memimpin Pasar. Jakarta. Gramedia Pustaka Utama.
Febriani, Hani.(2020). Trending di Twitter, Aksi Solidaritas Burger King Ajak Warga Beli Produk McD, KFC, hingga Warteg. (https://www.pikiran-rakyat.com/ekonomi/pr-01910734/trending-di-twitter-aksi-solidaritas-burger-king-ajak-warga-beli-produk-mcd-kfc-hingga-warteg, diakses pada 5 Desember 2020).
Fendy.(2019).Viral dan Trending Adalag Dua Hal Berbeda. (https://www.shukanbunshun.com/2019/09/viral-dan-trending-adalah-dua-hal.html?m=1#:~:text=Perbedaan%20Viral%20dan%20Trending%20adalah,platform%20dan%20waktunya%20itu%20terbatas, diakses pada 4 November 2020).
Iman, Mustafa. (2020). Pengguna Instagram di Indonesia Didominasi Wanita dan Generasi Milenial (https://www.goodnewsfromindonesia.id/2020/06/14/pengguna-instagram-di-indonesia-didominasi-wanita-dan-generasi-milenial, diakses pada 6 April 2021)
Kemp, S. (2020). Digital 2020: Indonesia. (https://datareportal.com/reports/digital2020-indonesia, diakses pada 1 februari 2021)
Koliby, A. L., & Rahman, M. A. (2018). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia. VFAST Transactions on Education and Social Sciences, 15(1), 719. https://vfast.org/journals/index.php/VTESS/article/view/478
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Marketing Management (15e ed.). Pearson. https://doi.org/10.4324/9780203357262
Lee, J. E., & Goh, M. L. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161178. https://doi.org/10.1108/prr-11-2018-0031
Liu, H.-H., & Wang, Y.-N. (2019). Interrelationships between Viral marketing and Purchase Intention via Customer-Based Brand Equity. Journal of Business and Management Sciences, 7(2), 7283. https://doi.org/10.12691/jbms-7-2-3
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2017). How smartphone advertising influences consumers purchase intention. Journal of Business Research, 94(December 2017), 378387. https://doi.org/10.1016/j.jbusres.2017.12.047
Motwani, B., & Haryani, S. (2018). Investigating the Relation between Factors Effecting Viral marketing and Consumers Buying Intention Evaluated by a double blind review system. European Journal of Applied Business Management, 4(2), 5873.
Novika, Soraya. (2020). Burger King Minta Pelanggan Beli McDonald's Cs, Strategi Marketing? (https://finance.detik.com/berita-ekonomi-bisnis/d-5242223/burger-king-minta-pelanggan-beli-mcdonalds-cs-strategi-marketing, diakses pada 18 Mei 2021)
Pergikuliner.com. (2021). Kafe dan Tren Nongkrong Anak Muda. (https://pergikuliner.com/blog/kafe-dan-tren-nongkrong-anak-muda, diakses pada 21 April 2021)
Rukuni, T. F., Shaw, G., Chetty, Y., Kgama, P., Kekana, P., & Rogers, K. (2017). Viral marketing Strategies and Customer Buying Behavioural Intentions at Retail Store in Johannesburg. Business Management and Strategy, 8(1), 59. https://doi.org/10.5296/bms.v8i1.10676
Sandi,F.(2020). Ada Apa dengan Burger King Minta Warga Pesan McD Hingga KFC?. (https://www.cnbcindonesia.com/news/20201105100701-4-199425/ada-apa-dengan-burger-king-minta-warga-pesan-mcd-hingga-kfc, diakses pada 25 November 2020)
Satrio, D., Priyanto, S. H., & Nugraha, A. K. N. A. (2020). Viral marketing for cultural product: The role of emotion and cultural awareness to influence purchasing intention. Montenegrin Journal of Economics, 16(2), 7791. https://doi.org/10.14254/1800-5845/2020.16-2.6
Sawaftah, D. A., Çalıcıoğlu, C., & Awadallah, R. I. (2019). The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus. Management Science Letters, 10(6), 13071320. https://doi.org/10.5267/j.msl.2019.11.027
Setiawan,K. (2020). Dampak Wabah Virus Corona terhadap Pizza Hut dan KFC. (https://bisnis.tempo.co/read/1318477/dampak-wabah-virus-corona-terhadap-pizza-hut-dan-kfc/full&view=ok, diakses pada 25 November 2020)
SI, S. (2016). Social Media and Its Role in Marketing. Business and Economics Journal, 07(01), 15. https://doi.org/10.4172/2151-6219.1000203
Soewandi, M. (2015). The impact of Social Media Communication on Brand awareness, Brand Equity and Purchase Intention. Interaksi Online, 3(2), 204213.
Suryadi, D. (2015). The Impact of Brand Equity towards Purchase Intention on PT . X s Candy. IBuss Management, 3(2), 18.
Susilowati, E., & Sari, A. N. (2020). (ijm&p). February, 3953. https://doi.org/10.14807/ijmp.v
Topbrand-award.com. (2020). Top Brand Award Restoran Fastfood 2018-2020. (https://www.topbrand-award.com/top-brand-index/?tbi_find=Burger%20King. Diakses pada 25 November 2020)
Tribunnews.com. (2019). Alasan Umum Kenapa Junk Food Disukai Banyak Orang, Padahal Tidak Sehat. (https://www.tribunnews.com/kesehatan/2019/08/30/alasan-umum-kenapa-junk-food-disukai-banyak-orang-padahal-tidak-sehat?page=, diakses pada 21 April 2021)
Trivedi, J. P. (2017). The Effect of Viral marketing Messages on Consumer Behaviour. Business, Management and Economics Research, 17(2), 8498. https://doi.org/10.32861/bmer.65.58.66
Kbbi.kemdikbud.go.id. 2020. Viral (Def.1 dan 2) (n.d) dalam Kamus Besar Bahasa Indonesia (KBBI) Online. (https://kbbi.kemdikbud.go.id/entri/viral, diakses pada 20 Desember 2020).
Walangitan, A., Pangemanan, S., & Rumokoy, F. (2015). Analysing the Impact of Brand Equity on Consumer Purchase Intention of Etude House Cosmetic Product in Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2), 758766. https://doi.org/10.35794/emba.v3i2.8898
Wiludjeng, S., & Nurlela, T. S. (2013). Pengaruh Viral marketing Terhadap Keputusan Pembelian Pada PT œX. Proceeding Seminar Nasional Pengaruh Viral marketing Terhadap Keputusan Pembelian Pada Pt œX, 1(Viral marketing), 978979. http://publikasiilmiah.ums.ac.id:8080/handle/123456789/3838.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195211. https://doi.org/10.1177/0092070300282002
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2021-06-30
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Dumatri, A. C. A., & Indarwati, T. A. (2021). Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli pada Burger King Indonesia. Jurnal Ilmu Manajemen, 9(2), 478–488. https://doi.org/10.26740/jim.v9n2.p478-488
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