PURSUING PURCHASE INTENTION FROM ONLINE CUSTOMER: THE ROLE OF VIRAL MARKETING AND REFERENCE GROUP

Abstract

In this digital era, researchers began to discuss a lot of online-based marketing variables. Among the variables that are widely analyzed by several literatures and also practiced by businessman in their marketing strategies are the viral marketing and reference groups. This study aims to analyze the relationship between viral marketing and reference groups on brand awareness and viral marketing. This research uses quantitative methods and analyzes 235 respondents from online course users in Surabaya. The data in this study are primary data obtained through questionnaire distribution and analyzed using the Structural Equation Model method with AMOS software. The results of this study indicate that viral marketing and reference groups are the right strategy in marketing today. The results of the analysis prove that viral marketing and reference groups can provide a positive and significant impact on brand awareness and purchase intention.