Publication
Pengaruh Viral Marketing pada Sosial Media Terhadap Keputusan Penggunaan Layanan Si Cepat (Studi Kasus pada Masyarakat Kabupaten Semarang)
Pengaruh Viral Marketing pada Sosial Media Terhadap Keputusan Penggunaan Layanan Si Cepat (Studi Kasus pada Masyarakat Kabupaten Semarang)
This study aims to analyze the influence of viral marketing on social media on the decision to use the Si Cepat service in Semarang Regency. The research method uses a quantitative approach with a sample of 100 respondents selected by purposive sampling. Data were collected through a structured questionnaire and analyzed using simple linear regression analysis. The results of the study showed that viral marketing on social media had a positive and significant effect on the decision to use Si Cepat services with a determination coefficient value (R²) of 0.742 or 74.2%. These findings indicate that viral marketing strategies through social media platforms are effective in influencing consumer behavior to use Si Cepat services.