i THE EFFECT OF SOCIAL MEDIA VIRAL MARKETING ON PURCHASE INTENTION AT SNACK FOOD PRODUCT SMES IN BANDUNG By Isnah Karimah 19214026 Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung 2017 i APPROVAL PAGE THE EFFECT OF SOCIAL MEDIA VIRAL MARKETING ON PURCHASE INTENTION AT SNACK FOOD PRODUCT SMES IN BANDUNG By: Isnah Karimah ID No: 19214026 A Final Project in Partial Fulfillment Of the Requirement for the Degree of Bachelor of Entrepreneurship Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung July 24t h , 2017 Approved By __________________________ Rendra Chaerudin, MM. NIP. 111 000 056 ii THE EFFECT OF SOCIAL MEDIA VIRAL MARKETIN G ON PURCHASE INTENTION AT SNACK FOOD PRODUC T SMES IN BANDUNG Isnah Karimah 19214026 Final Examination Date: August 10 th , 2017 Bachelor of Entrepreneurship Program Institut Teknologi Bandung, 2017 Supervisor: Rendra Chaerudin, MM. ABSTRACT Nowadays, the development of technology and information is growing more rapidly. The development of technology and information causes the information can be searched and delivered very easily and quickly through the internet. The existence of the new technology based on the internet provides new opportunities for the way of marketing techniques are developed (Montgomery, 2001; Shukla, 2010; Stephansen, 2009). One of the modern technique to marketing the products and services through the use of interactive technology is called viral marketing (Zernigah & Sohail, 2012). SMEs can implement and develop viral marketing strategy use social media to reach the largest customer in an efficient way so that they can struggle in the market competition. Recently, viral marketing is suitable to be used by SMEs to attract purchase intention. The purpose of this paper focuses on analyzing the effect of social media viral marketing on purchase intention at snack food product SMEs in Bandung. Based on this analysis, the researcher will try to design strategy of social media viral marketing in order to attract purchase intention. This study will conduct in Bandung. The sample will consist of 100 young people limit on age 15-24 years old that will select by a judgment sampling with respondents completing a five-point likert scale close-ended questionnaire. In this research, viral marketing defines an independent variable and purchase intention defines as a dependent variable. The simple linear regression method is used to analyze the effect of viral marketing on purchase intention. The result shows that viral marketing has a positive effect on purchase intention. Viral marketing must be design by including contents such as informativeness, exploit motivation & behavior and entertainment. When implementing viral marketing, SMEs snack food is recommended to using social media as key platform and including give away program. This paper will be useful for marketers, business owner and especially for another party involved in snack food SMEs to understand the effect of viral marketing and understand the importance of the using viral marketing in order to attract purchase intention. Hopefully, they can understand how to design the strategy of viral marketing to attract purchase intention so that they can implement viral marketing strategy in their social media to attract purchase intention successfully. Keywords: Viral Marketing, Purchase Intention, Social Media, Snack Food, Small Medium to Enterprises iii PENGARUH SOSIAL MEDI A VIRAL MARKETING TE RHADAP MINAT BELI PRODUK MAKANAN RINGA N UMKM DI BANDUNG Isnah Karimah 19214026 Tanggal Lulus Sidang: 10 Agustus 2017 Bachelor of Entrepreneurship Program Institut Teknologi Bandung, 2017 Pembimbing: Rendra Chaerudin, MM. ABSTRAK Belakangan ini, perkembangan teknologi dan informasi tumbuh dengan begitu cepat. Perkembangan teknologi dan informasi yang begitu cepat ini telah menyebabkan arus informasi dapat diakses dan disebarkan dengan begitu mudah dan cepat menggunakan teknologi internet. Keberadaan teknologi baru berbasis internet ini telah menyediakan peluang dalam mengembangkan cara dan metode baru di bidang pemasaran (Montgomery, 2001; Shukla, 2010; Stephansen, 2009). Salah satu metode baru atau teknik modern dalam memasarkan sebuah produk dan jasa dengan menggunakan teknologi yang interaktif adalah viral marketing (Zernigah & Sohail, 2012). Usaha Mikro Kecil Menengah (UMKM) dapat menerapkan dan mengembangkan strategi viral marketing menggunakan media sosial untuk memperoleh customer dalam jumlah yang sebanyak-banyaknya dengan cara yang efektif sehingga mereka dapat menjadi unggul dalam menghadapi persaingan pasar. Baru-baru ini, viral marketing dapat digunakan untuk menarik keinginan calon pelanggan dalam membeli suatu produk. Tujuan dari penelitian ini berfokus untuk melakukan analisis mengenai bagaimana pengaruh sosial media viral marketing terhadap minat beli calon pelanggan untuk membeli sebuah produk makanan ringan UMKM di Bandung. Berdasarkan dari hasil analisis tersebut, peneliti akan mendesain sebuah model sosial media viral marketing untuk menarik minat beli calon pelanggan. Penelitian ini akan dilaksanakan di Bandung. Sample yang digunakan melibatkan 100 responden meliputi anak muda dengan batasan umur 15-24 tahun yang berdomisili di Bandung. Responden diseleksi menggunakan judgment sampling dan responden akan mengisi pernyataan dari kuesioner tertutup yang diajukan berdasarkan poin skala likert 1-5. Dalam penelitiaan ini, variabel viral marketing berdiri sebagai variabel independen sementara variabel minat beli berdiri sebagai variabel dependen. Metode simple linear regression akan digunakan untuk melakukan analisis pengaruh sosial media viral marketing terhadap minat beli calon pelanggan. Dari analisis tersebut, penulis mendapatkan hasil bahwa viral marketing memberikan pengaruh positif terhadap minat beli calon pelanggan. Dalam mengimplementasikan strategi viral marketing maka UMKM disarankan untuk mendesain iklannya dengan memasukkan materi yang mengandung unsur informasi bermanfaat, cerita inspiratif yang dapat memotivasi dan cerita menghibur. Selain itu, UMKM juga disarankan untuk menggunakan sosial media sebagai media utama dalam melaksanakan strategi viral marketing dan menambahkan program give away untuk membuat calon pelanggan lebih tertarik dalam menyebarkan iklan viral marketing. Penelitian ini dapat bermanfaat bagi para manajer pemasaran, pemilik bisnis dan terutama kepada berbagai pihak yang memiliki kertekaitan erat dan keterlibatan dalam dunia UMKM yang bergerak di bidang makanan ringan untuk mengetahui bagaimana pengaruh viral marketing dan pentingnya menggunakan viral marketing dalam rangka menarik minat beli calon pelanggan. Peneliti berharap bahwa penelitian ini dapat digunakan untuk menambah pemahaman UMKM dalam mendesain strategi viral marketing dalam rangka menarik minat beli calon pelanggan. Kata Kunci: Pemasaran Viral, Keinginan Membeli, Media Sosial, Makanan Ringan, Usaha Mikro Kecil Menengah. iv FOREWORD All praises to Allah who always give me guidance, kindness, knowledge, health and the other enjoyment so that I could have the capability to finish this research. Thanks a lot for Mr. Rendra Chaerudin, MM. as the best supervisor who always patient when giving me support and advice for doing this research. I would like to present my research and my graduation absolutely for the best person in my life, they are my parents. Because of their kindness, I can achieve my bachelor degree at entrepreneurship program study in ITB. They have never tired to give me a support and always hope that may Allah bless to me. I also would like to present my gratitude for: 1. Nisa Nurjanah as my partner business and my classmate who give me trust to run the business together with her through Supaku Company 2. Vida Vitriani as my best friend in 1B class who have given me help to make list of contents and figure for this research 3.