Viral Captions on Digital Content Promotion- As the Role of Communication That Influences Impulse Buying Decisions
Neng Susi Susilawati Sugiana, Ratih hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo, Puspo Dewi Dirgantari

1,2,3,4,5,6 Program Study Doktoral Management, Universitas Pendidikan Indoensia
1Program Study Administrasi Of Bussinnes, Institute Digital ekonomi LPKIA

Abstract

This article presents views on the use of marketing promotion techniques, especially promotions that might be used in digital marketing for MSMEs, as a strategy to influence unplanned consumer buying decisions. Unplanned buying decisions can be a temporary strategic opportunity to help long strategies, the object of this research there were 110 respondents with research objects of 2 MSME brands who had received digital training. By giving a questionnaire asking how far the interest in viral captions in promotional content can be a factor in deciding on unplanned purchases, of course using digital media. Experimental tests were carried out on 2 groups, namely the control group and the experimental group and the results of the data were analyzed using the quantitative method on the experimental results at the same time after the training period. The results of this study indicate that SMEs are able to use the right communication strategy by using introductory words or text, viral content on social media significantly increases the number of purchases by 62% compared to before applying viral captions to promotional content. with an increase of 38%. From new buyers coming from various locations, it can also be interpreted that from the analysis results this viral promotion can influence consumer behavior to quickly determine purchasing decisions and is expected to become a reference for MSMEs

Keywords: Viral Caption, Promotion, Decisions Impulse Buy.

Topic: Marketing Management, Relationship Marketing, Service Marketing