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Supply chain performance and visit interest of restaurants: The role of buzz and viral marketing strategic
Author(s) -
Bunga Aditi,
Arifin Djakasaputra,
Dwi Dewianawati,
Soegeng Wahyoedi,
Li Wang
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.2021.12.008
Subject(s) - marketing buzz , accidental sampling , marketing , business , supply chain , variance (accounting) , viral marketing , sample (material) , distribution (mathematics) , advertising , social media , computer science , mathematical analysis , population , chemistry , demography , mathematics , accounting , chromatography , sociology , world wide web
The purpose of this study was to analyze the relationship between buzz and viral marketing strategy on supply chain performance and visit interest of restaurants in Banten Indonesia. This type of research used explanatory with a quantitative approach using SEM-based variance analysis, this is because the dependent and independent variables in this study amounted to more than one so that they could use variance-based SEM to summarize the formulation of the analysis. The study was conducted on 120 restaurant owner respondents in the province. Banten Indonesia. The distribution of the questionnaire in this study was carried out in two stages, namely the distribution of online questionnaires via google form to restaurant owner consumers. The sampling technique used in this study is accidental sampling, namely the determination of the sample based on accidental samples. The results of this study are buzz marketing has a significant effect on supply chain performance, buzz marketing has a significant effect on visit interest, viral marketing has a significant effect on supply chain performance, viral marketing has a significant effect on visit interest, visit interest has a significant effect on supply chain performance.

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