Rambitan, Kevin Gustaf Johannes and Sinaga, Junaidi and Pasasa, Linus (2014) Analysis the Impact of Viral Marketing Strategy of Customer Visit Restaurant Industry – Case Study of Kopitiam XYZ. Bachelor thesis, Swiss German University.

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Abstract

The primary objective of this thesis is to analyse the impact of the viral marketing and promotion strategy of Kopitiam towards the customer visits. Another purpose is to find out which viral marketing strategy of Kopitiam that has the most impact in attracting customer visits. The primary problem is that apparently Kopitiam does not aware of the effectiveness of its viral marketing efforts and also they does not have clear measurement parameter or guidelines to evaluate the effectiveness of its viral marketing and the lack of human resources available prevents kopitiam XYZ to provide special attention in order to maximize their viral marketing. This is done by first giving out questionnaires to visitors of Kopitiam, and then process the acquired data using statistical analysis software such as SPSS and AMOS. And as a result of the data processing, it has been concluded that the viral marketing done by Kopitiam does have a positive impact on customers, with BBM broadcast message touted as the media that has the most significant impact. This thesis has provided some recommendations for Kopitiam‘s future venture in viral marketing, such as make the promotions more interesting and to try to use different media for promotion purposes.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Viral Marketing, Social Media, Kopitiam XYZ, Restaurant Industry
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5410 Marketing N Fine Arts > NA Architecture > NA7855 Restaurants
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	30 Jul 2021 15:35
Last Modified:	30 Jul 2021 15:52
URI:	http://repository.sgu.ac.id/id/eprint/2119

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