PENGARUH VIRAL MARKETING DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN DI BANDAR LAMPUNG

Abstract

This study aims to analyze the influence of viral marketing and location on purchasing decisions for Mie Gacoan in Bandar Lampung. Viral marketing is a marketing strategy that utilizes the power of social media and digital platforms to disseminate information quickly and widely, with the hope of influencing consumer behavior, while location refers to the ease of access and convenience of consumers in reaching the place of business. In the context of Mie Gacoan, this strategy is believed to be able to increase brand popularity and attract consumer interest in making purchases. This study uses a quantitative method with a purposive sampling technique and obtained 96 respondents. The results of the study show that both viral marketing and location have a positive and significant effect on purchasing decisions. Effective viral marketing can increase consumer interest, while a strategic location makes it easier for consumers to access and increases the desire to make purchases. Therefore, a marketing strategy that combines the power of viral marketing and choosing the right location is an important factor in increasing purchasing decisions and the competitiveness of Mie Gacoan in Bandar Lampung