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Effect of viral marketing on changes in consumer behavior and decision in smartphone use
Santoso, Ratih Hurriyati, Mokh.Adib Sultan

School of Postgraduate Studies, Indonesia University of Education, Bandung


This research evaluates the effect of Viral Marketing on changes in community behavior and the decision to use smartphones based on the Technology Acceptance Model. There were 100 questionnaires distributed to respondents who were active social media users seeking for information about smartphones. This research was conducted due to the phenomenon in the smartphone user community in Indonesia that considers smartphones as the fourth basic necessity in addition to clothing, food, and housing. This research employed a survey approach by applying questionnaires and statistical analysis, especially quantitative descriptive analysis using SmartPLS. The results showed that Trust had a strong influence on Perceived Usefulness and Behavioral Intention to Use. Social Norm had an effect on Perceived Usefulness and Perceived Ease to Use. Behavioral Control had an effect on Perceived Ease to Use and Perceived Usefulness. It is also seen that Be-havioral Intention to Use was strongly influenced by Perceived Usefulness.

Keywords: viral marketing, Social Norms, Trust, Behavior Control, Technology Acceptance Model

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Santoso Santoso)

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