EFFECTIVENESS OF VIRAL ADVERTISING IN SOCIAL MEDIA MEDIUM TOWARDS PURCHASING DECISION: A CASE STUDY OF RAMAYANA’S ‘QERJA LEMBUR BAGAI QUDA AD

Abstract

This research study, will examines whether Ramayana’s Qerja ‘Lembur Bagai Quda’ viral advertising posted on social media internet altering customer attitude towards ad, attitude towards brand, sharing & watching motivation, ad content and whether all subjects influencing purchasing of product within limited time of advertisment posted. This research study will used quantitative, whereas author will spread questionnaires to gather quantitative data. The result of questionnaire spread is 180 respondents to be observed. With using t-test for testing partial level of 0.05, f-test for testing simultaneous influence to dependent variable, and coefficient of correlation (R) and determination (R2). A conceptual framework from previous similar research will be used to analyze whether previous theory will giving significant influence to future result. The empirical findings in this research are attitude towards brand and sharing & watching motivation are confirmed to be associated with purchase products, meanwhile attitude towards ad and ad content are not. Thus, research also find attitude toward ad, attitude toward brand, sharing & watching motivation and ad content does significantly influence purchase decision with .000 of the adjusted R2.