The Influence Of Viral Marketing And Word Of Mouth (WOM) On Purchase Intention For Glad2glow Products (Case Study Of Students Of The Faculty Of Economics And Business)
Abstract
This study aims to determine the effect of viral marketing and word of mouth (WOM) on purchase intention for Glad2Glow products. This research is a quantitative descriptive study. The population was Glad2Glow consumers, with a total sampling technique used. A questionnaire was used for data collection. Data analysis included descriptive analysis, inferential analysis using SPSS, multiple linear regression analysis, and coefficient of determination (R2) analysis. The results of this study indicate that viral marketing has a positive effect on purchase intention for Glad2Glow products. This means that the more effective the viral marketing strategy, the higher the consumer purchase intention. Word of mouth (WOM) also has a positive effect on purchase intention for Glad2Glow products. The better the communication and recommendations between consumers, the higher the purchase intention. Viral marketing and word of mouth (WOM) simultaneously or together have a positive and significant effect on purchase intention for Glad2Glow products, indicating that both independent variables play a significant role in increasing consumer purchase intention for Glad2Glow products.
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