Yuni Andri Ekawati, Fuji Asih Aini, Tania Dwinov

Peran Viral Marketing dan Electronic Word of Mouth (E-WOM) dalam Membentuk Minat Beli Konsumen Pizza Miukara di Kota Tebing Tinggi

Introduction

Peran viral marketing dan electronic word of mouth (e-wom) dalam membentuk minat beli konsumen pizza miukara di kota tebing tinggi. Teliti peran vital viral marketing & E-WOM dalam membentuk minat beli konsumen Pizza Miukara di Tebing Tinggi. Studi kuantitatif 85 responden. Hasil: pengaruh positif & signifikan.

Abstract

This study aims to determine the influence of the role of Vital Marketing, and Electronic Word of Mouth (E-WOM) in shaping the Purchase Interest of Miukara Pizza Consumers in Tebing Tinggi City. This study uses a quantitative research method. The number of samples in this study was 85 respondents using purposive sampling techniques. The test tool used was the Statistical Program of Social Science (SPSS) version 26 for Windows software. The results of this study concluded that the role of Vital Marketing, and Electronic Word of Mouth (E-WOM) had a positive and significant influence in shaping the Purchase Interest of Miukara Pizza Consumers in Tebing Tinggi City.

Review

This study presents a relevant investigation into the mechanisms of consumer purchase interest within a specific market context. The research aims to explore the influence of Viral Marketing and Electronic Word of Mouth (E-WOM) on the purchase decisions of Miukara Pizza consumers in Tebing Tinggi City. This focus on digital marketing strategies and their impact on local food businesses is timely and contributes to understanding consumer behavior in the modern era, particularly in emerging markets where social media and online reviews play a significant role. The chosen topic has clear practical implications for businesses seeking to leverage digital channels for growth. Methodologically, the study employs a quantitative approach with a sample of 85 respondents, selected using purposive sampling. The use of SPSS version 26 suggests a standard statistical analysis was performed to test the hypotheses. The abstract concludes that both Viral Marketing and E-WOM exert a positive and significant influence on purchase interest. While the sample size of 85 is reasonable for a focused local study, further details in the full paper regarding the sampling criteria, the specific viral marketing activities observed, and the E-WOM metrics would strengthen the methodological rigor and allow for a more thorough assessment of the findings' validity and generalizability, even within the local context. The findings underscore the importance of both viral mechanisms and peer recommendations in shaping consumer intent for products like pizza. For Miukara Pizza and similar local businesses, this research provides empirical evidence supporting investment in strategies that foster organic sharing and positive online dialogue. To enhance the contribution of this work, the full paper should elaborate on the *mechanisms* through which this influence occurs, perhaps discussing specific viral content attributes or e-WOM platforms. Future research could also consider mediating variables such as brand trust or perceived quality, or expand to comparative studies across different product categories or geographical locations to provide broader applicability beyond the specific case of Miukara Pizza in Tebing Tinggi City.

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