An Analysis of the Effects of Viral Marketing, Food Influencers, and Brand Image on Consumer Purchase Intention Towards Seruit in Bandar Lampung
DOI:
https://doi.org/10.47747/fmiic.vi2.2928Abstract
This study aims to identify the influence of viral marketing on the interest in buying Seruit's specialty foods in Bandar Lampung, analyze the role of food influencers in influencing the interest in buying Seruit's specialty foods, measure the impact of brand image on the interest in buying Seruit's specialty foods, and explore the relationship between viral marketing, food influencers, and brand image in increasing the interest in buying Seruit's specialty foods. This study uses a quantitative approach method to identify the causal relationship between variables with numerical data obtained from respondents. The data in this study were collected through a questionnaire with a Likert Scale, in-depth interviews, and literature studies. Then the data were analyzed using Validity and Reliability Tests, Descriptive Analysis, Classical Assumption Tests and Multiple Linear Regression Analysis. The results of this study indicate that Brand Image has the most significant influence on Purchase Interest, while Viral Marketing and Food Influencers have a weaker influence. These findings will be compared with previous relevant studies. This study has limitations, including focusing on one type of food and one geographic location. Further research can expand the scope of the study by involving other types of food and different locations, and considering other factors that can influence purchase intention, such as price, sales promotion, and service quality.
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