UPAYA PENINGKATAN PENJUALAN PRODUK PERAWATAN KULIT : PENGADOPSIAN STRATEGI VIRAL MARKETING

Abstract

Differences in marketing tools due to technological developments allow marketers to
customize and use digital platforms, one of which is using of viral marketing strategies. This
study confirms the role of viral marketing strategies in Azarine's skincare product purchase
intentions and attempts to measure the effectiveness of these strategies on sales. By using 100
respondents spread across different cities in Indonesia via social media, the results proved
that viral marketing strategies divided into messenger, messages and environments, can be
significant predictors of consumer’s purchase intention. The relationship between the
designs was tested by SmartPLS4 with the path analysis technique, showed that increased
interaction and product engagement generated interest in purchases and effectively
increased sales in the short term