VIRAL MARKETING DETERMINANTS OF TOP ONLINE SHOP BRANDS IN INDONESIA
Abstract: The existence of the
internet starts to shifting the purchase as a conventional to online. One of
marketing strategies used by online store is viral marketing.The purpose of
this study is to find determinant that forms viral marketing based on perceived
customers in top brand online store such as lazada.com, olx.com, tokopedia.com,
zalora.com, blibli.com, and bhinneka.com. The Research methodology used is the
quantitative method with descriptive analysis using factor analysis by a
population as 3.271.147 people and the number of sample uses Slovin formulas
with confidency level at 95 % obtained as 400 respondents. Based on the result
of research, there are twelve factors formed a new factor called viral
marketing online store. Based on its priority, those dimensions of viral
marketing online store can be sorted as follows: customer recommendation,
newsletter, linking strategies, communities, free offer, sweepstakes, list of
prospective buyers, chatrooms, reference list, product texts, affiliate
programs, dan search engine.
Author: Aditya Wardhana, Mahir
Pradana
Journal Code: jpsosiologigg160006
