The Effectiveness of Viral Marketing for XYZ Activity in BSD Area
Viral marketing has become a phenomena in the marketing today, mass marketing has not become an effective way in marketing. Viral marketing spread like a virus in the internet for everyone even sometimes it can be uncontrollable. Viral marketing could also become a boomerang for the user when they could not maintain it well. And for that thing, many marketing management try to use viral marketing as their tools because it is low cost and easy to do. the main purpose of this research is to analyze the effectiveness of viral marketing for an event in Summarecon Mall Serpong. Statistical inference method was adopted to analyze the data from the questionnaires and by using this method, some statistical analyses such as: f-test, t-test, and r-square. the conclusion of this research explained that viral marketing have a significant relationship towards the event. as the implication of this research, Summarecon Mall Serpong is suggested to work harder in their social media if they would like to increase their effectiveness of viral marketing.
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