Open AccessThe role of buzz and viral marketing strategic on purchase intention and supply chain performance
Author(s) -
Muhajir Muhajir,
Hajar Mukaromah,
Fathudin Fathudin,
Kristi Liani Purwanti,
Yazid Al Ansori,
Mochammad Fahlevi,
Siti Rosmayati,
Rahman Tanjung,
Ratu Hedy Syahidah Budiarti,
Rosyadi Rosyadi,
Agus Purwanto
Publication year - 2022
Publication title -
uncertain supply chain management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.395
H-Index - 16
eISSN - 2291-6830
pISSN - 2291-6822
DOI - 10.5267/j.uscm.2021.11.002
Subject(s) - marketing buzz , viral marketing , snowball sampling , business , marketing , supply chain , structural equation modeling , sample (material) , advertising , social media , computer science , medicine , chemistry , pathology , chromatography , machine learning , world wide web
The purpose of this study is to analyze the effect of viral marketing and purchase intention, the influence between viral marketing and supply chain performance, the influence buzz marketing and purchase intention, the positive buzz marketing and supply chain performance, and the influence between purchase intention and supply chain performance. This study uses quantitative methods and data analysis techniques Structural Equation Modeling Equation Modeling using SmartPLS 3.0 software. The sample selection method used the snowball sampling method. Online questionnaires were sent to respondents as many as 120 Freight Forwarders in DKI Jakarta. Based on data analysis, it was found that there is a positive influence between viral marketing and purchase intention, there is a positive influence between viral marketing and supply chain performance, there is a positive influence between buzz marketing and purchase intention. There is a positive influence between marketing buzz and supply chain performance. There is a positive influence between purchase intention and supply chain performance. The novelty of this research is a model of the relationship between viral and buzz marketing on purchase intention and supply chain performance and the results of this study can be applied in other organizations and in other countries.