THE IMPACT OF VIRAL MARKETING USING SOCIAL MEDIA PLATFORMS ON BRAND AWARENESS (CASE STUDY: LANEIGE COSMETIC)
Abstract: As the development of technology in this
modern era, social media is used by companies as a medium to promote and
introduce their products and services to consumers, and also impacts to build
their brand. Then the phenomenon of viral marketing is become increasingly
popular as part of today's marketing strategy. The purpose of this study was to
determine the impact of viral marketing using social media platforms on brand
awareness of cosmetic brand from South Korea, Laneige. Social media that
represent each social media platform are Facebook, Youtube and Instagram. The
data in this study were obtained from questionnaire that distributed to 100
respondents by using purposive sampling method, where the data is further
processed by multiple linear regression method. From the analysis results show
that viral marketing through these three social media simultaneously gives a
significant influence in building brand awareness of 51.5%, but individually
only Instagram shows a greater positive effect on brand awareness than the
other two variables.
Keywords: viral marketing,
social media, brand awareness, platform
Penulis: Hillary Gabriella
Barri, David P.E Saerang, Johan R. Tumiwa
Kode Jurnal: jpmanajemendd171034
