Phenomenological Study of Mixue Products Using Viral Marketing Through Social Media

Authors

  • Anisa Nur Andina Universitas Amikom Purwokerto, Purwokerto, Central Java
  • Imam Nur Vausi Universitas Amikom Purwokerto, Purwokerto, Central Java
  • Al Bakhri Fajar Nur Fadillah Universitas Amikom Purwokerto, Purwokerto, Central Java

DOI:

https://doi.org/10.31334/bijak.v21i1.3585

Keywords:

Viral Marketing, Mixue Products, Phenomenological Studies, Social Media, Digital Marketing

Abstract

Mixue ice cream and tea is an ice cream and tea shop that is currently being loved by consumers, especially those who are still students. The background to this research begins with the number of Mixue shops in Indonesia, especially in Purwokerto, which is starting to increase significantly. This research aims to find out how Mixue uses indirect viral marketing strategies to maintain its business. Researchers want to know how the viral marketing process is carried out by Mixue with a phenomenological study through interviews with informants and participant observation as well as the use of triangulation to check the validity of the data. It can be concluded from this research that Mixue carries out viral marketing indirectly because consumers who play a role in this do it for free. Consumers carry out viral marketing and spread it widely through their social media. Students like hanging out and doing assignments at Mixue because the atmosphere is good and it is more productive than doing assignments at campus or school.

Author Biography

Anisa Nur Andina, Universitas Amikom Purwokerto, Purwokerto, Central Java

Fakultas Bisnis dan Ilmu Sosial 

Amikom Purwokerto University

References

Abdusshomad, A. (2021). Gaya Hidup Nongkrong di Kafe dan Perilaku Gosip sebagai Kontrol Sosial. Al-Adabiya: Jurnal Kebudayaan Dan Keagamaan, 16(1), 57–68. https://doi.org/10.37680/adabiya.v16i1.593

Azka, F., Firdaus, D. F., & Kurniadewi, E. (2018). Kecemasan Sosial dan Ketergantungan Media Sosial pada Mahasiswa. Psympathic : Jurnal Ilmiah Psikologi, 5(2), 201–210. https://doi.org/10.15575/psy.v5i2.3315

Boentoro, Y., Paramita, S., & Paramita, S. (2020). Komunikasi Pemasaran Viral Marketing (Studi Kasus Kopi Kwang Koan). Prologia, 4(1), 141. https://doi.org/10.24912/pr.v4i1.6455

Estika, I. (2017). Lifestyle the Teenagers of City (the Study of Visitors Cafe in Pekanbaru). Jom Fisip, 4(1), 1–15.

Fauzi, A., Punia, I. N., & Kamajaya, G. (2017). Budaya Nongkrong Anak Muda di Kafe (Tinjauan Gaya Hidup Anak Muda di Kota Denpasar). Jurnal Ilmiah Sosiologi (SOROT), 3(5), 1–3. https://ojs.unud.ac.id/index.php/sorot/article/view/29665

Force, A., & Academy, R. (2012). 王安毅 1 ， æ¨å…†æ°‘ 2 （ 1. 8(6), 1–4.

Irwansyah, M. R., Devi, S., & Dewi, L. G. K. (2019). The Influence Of Viral Marketing On Online Purchasing Decisions Of Students. 103(Teams 19), 132–137. https://doi.org/10.2991/teams-19.2019.21

Isnawati, S. I. (2022). Viral Marketing Sebagai Strategi Pemasaran Melalui Media Sosial. Manajemen Dan Akuntansi, 2(1), 2022. http://jibaku.unw.ac.id

Marbawani, G., & Hendrastomo, G. (2021). Pemaknaan Nongkrong bagi Mahasiswa Yogyakarta. DIMENSIA: Jurnal Kajian Sosiologi, 9(1), 1–16. https://doi.org/10.21831/dimensia.v9i1.38866

Muktaf, Z. M. (2016). Teknik Penelitian Studi Kasus, Etnografi dan Fenomenologi dalam Metode Kualitatif. Jurnal Pendidikan, 3(1), 1–5.

Mulawarman, M., & Nurfitri, A. D. (2017). Perilaku Pengguna Media Sosial beserta Implikasinya Ditinjau dari Perspektif Psikologi Sosial Terapan. Buletin Psikologi, 25(1), 36–44. https://doi.org/10.22146/buletinpsikologi.22759

Petty Arisanti. (2021). Tren Gaya Hidup Milenial, Identitas Sosial dan Desain Coffe Shop Petty Arisanti. Jurnal Manajemen Bisnis, 18(4), 579–590. http://journal.undiknas.ac.id/index.php/magister-manajemen/579

Prayogo, A., Fauzi, A., Bagaskoro, D. S., Alamsyah, F. A., Tonda, F., Hafidzi, M. K., Fatturohman, M. R. H., & Wijaya, S. (2023). Pengaruh Brand Image , Viral Marketing dan Brand Awareness Terhadap Minat Beli Konsumen. Jurnal Ilmu Multidisiplin, 1(4), 754–763.

Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan Media Sosial Sebagai Media Promosi. Jurnal Common, 3(1), 71–80. https://doi.org/10.34010/common.v3i1.1950

Putra Perssela, R., Mahendra, R., & Rahmadianti, W. (2022). Pemanfaatan Media Sosial Untuk Efektivitas Komunikasi. Jurnal Ilmiah Mahasiswa Kuliah Kerja Nyata (JIMAKUKERTA), 2(3), 650–656. https://doi.org/10.36085/jimakukerta.v2i3.4525

Qurniawati, R. S. (2018). Theoritical Review: Pemasaran Media Sosial. Among Makarti, 11(1), 17–27. https://doi.org/10.52353/ama.v11i1.159

Rollins, B., Anitsal, I., & Anitsal, M. M. (2014). Viral marketing: Techniques and implementation. Entrepreneurial Executive, 19(January 2014), 1–17.

Sari, R. K. (2019). Viral Marketing : Memanfaatkan Kekuatan Media Sosial Dalam Komunikasi Pemasaran. CERMIN: Jurnal Penelitian, 3(2), 81. https://doi.org/10.36841/cermin_unars.v3i2.488

Surniandari, A. (2017). Viral Marketing as an Alternative to Sariz Product Marketing Strategy. Widya Cipta: Jurnal Sekretari Dan Manajemen, 1(1), 35–43. https://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta/article/view/1480

Tumangkeng, S. Y. L., & Maramis, J. B. (2022). Kajian Pendekatan Fenomenologi : Literature Review. Jurnal Pembangunan Ekonomi Dan Keuangan Daerah, 23(1), 14–32.

Downloads

Published

2024-03-27

Issue

Vol. 21 No. 1: Maret 2024

Section

Articles

License

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

Please find the rights and licenses in Majalah Ilmiah Bijak By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.

  1. License

The commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-ShareAlike 4.0 International License.

2. Author(s)' Warranties

The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).

3. User Rights

Majalah Ilmiah Bijak spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Majalah Ilmiah Bijak permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Majalah Ilmiah Bijak on distributing works in the journal and other media of publications.

4. Co-Authorship

If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Jurnal Bijak will not be held liable for anything that may arise due to the author(s) internal dispute. Majalah Ilmiah Bijak will only communicate with the corresponding author.

5. Miscellaneous

Majalah Ilmiah Bijak will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Jurnal Bijak editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.

 

Every accepted manuscript should be accompanied by "Copyright Transfer Agreement"prior to the article publication.