Analysis of Viral Marketing Development in Increasing Purchases on Tweely
Muhammad Fikar Ravsanjani (1*), Ratih Hurriyati (2), Bambang Widjajanta (3)

Indonesian University of Education

Abstract

This study aims to determine the application of Viral Marketing, product quality and the role of Viral Marketing used by the Tweely brand in increasing purchases of Tweely products. The main theory used is Viral Marketing which has 3 indicators, namely: Messenger, Message, Environment. This study uses a descriptive qualitative approach. Data collection was carried out using interview, observation, and documentation approaches. The results of the research that has been carried out show the analysis that Tweely applies quite effective Viral Marketing techniques and the Viral Marketing strategies used are Endorsements, Ads, Communities, interacting directly with followers on social media and also recruiting distributor agents for the Viral Marketing process to occur.

Keywords: Tweely, Viral Marketing, Marketing Strategy, Product Quality

Topic: Marketing Management, Relationship Marketing, Service Marketing