ANALYSIS OF VIRAL MARKETING STRATEGY USING INSTAGRAM APPLICATIONS TOWARD BRAND IMAGE (Survey of Make-Up Artist Customer at Bandung)
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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Advanced Research in Dynamical & Control Systems, Vol. 11, 03-Special Issue
Abstract
The development of the media has changed a lot from year to year from mass media to new media. New media is used digitally and has certain features in for viral marketing using social media specially. Many businesses switching to viral marketing strategy using social media to market their products to make it easy and fast to be known such as the popular business is the makeup artist profession using instagram application. But still many Indonesian who are still not actively using instagram specially. But whether the use of viral marketing is really the best solution to enhance the brand image of the product. Types of research are descriptive analysis and regression analysis also for hypothesis testing using t-test. The results of this research indicated that viral marketing strategy using instagram application is effective toward brand image.
Description
Keywords
Brand Image, Instagram Application, New Media, Social Media, Viral Marketing Strategy