Pengaruh Viral Marketing terhadap Brand Awareness dan Kepercayaan Konsumen serta Dampaknya terhadap Keputusan Penggunaan Jasa Transportasi GO-JEK di Banjarmasin

Alfil Gina

Sari


This research aims to analyze the influence of viral marketing on brand awareness and consumer trust and the impact on using decision of online transportation services GO-JEK in Banjarmasin.The type of research is explanatory research. The population in this study are Banjarmasin society who have used online transportation GO-JEK. Sampling techniques using purposive sampling method. The sample size is 100 people. Data analysis using Structural Equation Model (SEM) which is component or variance based with Partial Least Square (PLS) using SmartPLS 3.0 software.

Keywords:       Viral Marketing, Brand Awareness, Consumer Trust, Using Decision, GO-JEK.

 


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Referensi


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