Pengaruh Viral Marketing terhadap Buying Decisions: Peran Moderasi Herd Behavior

https://doi.org/10.35912/simo.v6i1.3953
Published: Apr 17, 2025

Abstract:

Purpose: This study aims to deepen the understanding of the influence of viral marketing on consumer buying decisions by positioning consumer psychology, specifically herd behavior, as a moderating variable in the relationship between viral marketing and buying decisions.

Methodology: This causal study examines the impact of viral marketing on consumer buying decisions and the role of herd behavior in influencing this relationship among users of Facebook, Instagram, YouTube, and TikTok in Samarinda City. The research method used is PLS-SEM, with a total of 65 respondents.

Results: Viral marketing significantly affects buying decisions. This indicates that more effective and extensive marketing efforts to make a product viral increase the likelihood of consumers making a purchase. However, herd behavior, as a moderating variable, does not show a significant effect. While herd behavior, which refers to a person’s tendency to follow others’ decisions, may influence buying decisions, its impact is not strong enough in the context of viral marketing and buying decisions.

Limitations: This study focuses on users of social media platforms in Samarinda City with the largest number of users, namely Facebook, Instagram, YouTube, and TikTok, who have been exposed to viral products. With fewer than 100 respondents, the results of this study cannot serve as a strong enough basis to explain consumer behavior in general with regard to various types of viral products.

Contribution: The study highlights that viral marketing plays a crucial role in driving consumer buying decisions, but the influence of herd behavior as a moderating factor is not significant. This opens the door for further research into other factors that might strengthen the relationship between viral marketing and buying decisions.

Keywords:
1. Buying Decisions
2. Herd Mentality
3. Viral Marketing
Authors:
1 . Bejo Santoso
2 . Yurdi Maulidani
3 . Riduansah Riduansah
4 . Saiful Saiful
5 . Reza Luqman Hakim
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How to Cite
Santoso, B. ., Maulidani, Y. ., Riduansah, R., Saiful , S. ., & Hakim, R. L. (2025). Pengaruh Viral Marketing terhadap Buying Decisions: Peran Moderasi Herd Behavior. Studi Ilmu Manajemen Dan Organisasi, 6(1), 219–229. https://doi.org/10.35912/simo.v6i1.3953
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Issue & Section
Vol. 6 No. 1 (2025): April
Articles
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  1. Angelia, M., & Widjaja, W. (2024). Pengaruh Selebgram Endorsement dan E-Wom terhadap Keputusan Pembelian Konsumen Bittersweet by Najla melalui Niat Beli. Studi Akuntansi, Keuangan, Dan Manajemen, 4(1), 13–31. https://doi.org/10.35912/sakman.v4i1.3074
  2. Aprillio, R. G., & Widodo, A. (2020). The Effect of Viral Marketing on Purchase Decision with Customer Trust as Intervening Variable. Almana: Jurnal Manajemen Dan Bisnis, 4(2), 157–163. https://doi.org/10.36555/almana.v4i2.1326
  3. Ardani, W. (2022). Pengaruh Digital Marketing Terhadap Perilaku Konsumen. Jurnal Tadbir Peradaban, 2(1), 40–47. https://doi.org/10.55182/jtp.v2i1.102
  4. Armstrong, G., Kotler, P., & Opresnik, M. O. (2023). Marketing: An Introduction, 15th Edition. Pearson Education Limited.
  5. Arora, T., & Agarwal, B. (2019). Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach. Vision: The Journal of Business Perspective, 23(1), 56–69. https://doi.org/10.1177/0972262918821248
  6. Assauri, S. (2018). Manajemen Pemasaran. Raja Grafindo Persada.
  7. Ayuni, D., & Purwanto, N. (2023). Impact of Viral Marketing and Brand Knowledge on Consumer Purchase Decisions: A Quantitative Study. Indonesian Journal of Law and Economics Review, 18(3), 1–7. https://doi.org/10.21070/ijler.v18i3.965
  8. Ghozali, I., & Latan, H. (2015). Partial Least Square: Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Badan Penerbit Universitas Diponegoro.
  9. Gunawan, B., & Ratmono, B. M. (2021). Medsos Di Antara Dua Kutub. Rayyana Komunikasindo.
  10. Gunawan, R. A., Zulkarmain, D. P., & Arianto, S. T. (2024). Perbandingan Metode Ordinary Least Square(OLS) dan Metode Partial Least Square (PLS)Untuk Mengatasi Multikolinearitas. Socius: Jurnal Penelitian Ilmu-Ilmu Sosial, 1(6), 97–103. https://doi.org/https://doi.org/10.5281/zenodo.1047691
  11. Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis (8th Edn Cengage). Pearson Prentice.
  12. Haque-Fawzi, M. G., Iskandar, A. S., Erlangga, H., Nurjaya, N., & Sunarsi, D. (2022). Strategi Pemasaran: Konsep, Teori, dan Implementasi. Pascal Books.
  13. Harahap, M., Firman, F., & Ahmad, R. (2021). Penggunaan Social Media dan Perubahan Sosial Budaya Masyarakat. EDUKATIF?: Junal Ilmu Pendidikan, 3(1), 135–143. https://doi.org/10.31004/edukatif.v3i1.252
  14. Haryono, S. (2016). Metode SEM Untuk Penelitian Manajemen: AMOS, LISREL & PLS. Intermedia Personalia Utama.
  15. Helianthusonfri, J. (2016). YouTube Marketing. Elex Media Komputindo.
  16. Jogiyanto, H. M., & Abdillah, W. (2015). Partial Least Square (PLS): Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Andi Offset.
  17. Jovlin, A. R., & Belgiawan, P. F. (2024). Analyzing the Influence of Viral Marketing on Increasing Purchase Intention of High-End Cosmetic Products. International Journal of Current Science Research and Review, 7(7), 4843–4850. https://doi.org/10.47191/ijcsrr/V7-i7-25
  18. Mandagi, D. W., Pasuhuk, L. S., & Kainde, S. J. R. (2024). The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention. Jurnal Akuntansi, Keuangan, Dan Manajemen, 5(3), 161–175. https://doi.org/10.35912/jakman.v5i3.3147
  19. Mangkunegara, A. A. A. P. (2019). Perilaku Konsumen. Refika Aditama.
  20. Mehrabian, A., & Russell, J. A. (1974). The Basic Emotional Impact of Environments. Perceptual and Motor Skills, 38(1), 283–301. https://doi.org/10.2466/pms.1974.38.1.283
  21. Mukherjee, S., Das, M. K., & Chakraborty, T. K. (2023). Viral Marketing in Increasing Brand Awareness and Predicting Purchase Intention: Exploring Mediating Role of Brand Loyalty in FMCG Sector. Scholars Journal of Economics, Business and Management, 10(4), 61–77. https://doi.org/10.36347/sjebm.2023.v10i04.001
  22. Nugraha, A. S., & Adialita, T. (2021). Pengaruh Social Media Marketing terhadap Minat Berkunjung Wisatawan di Kota Bandung Melalui Nilai yang Dipersepsikan. Jurnal Akuntansi, Keuangan, Dan Manajemen, 2(3), 195–212. https://doi.org/10.35912/jakman.v2i3.381
  23. Pavlovi?-Höck, N. (2022). Herd Behaviour along the Consumer Buying Decision Process - Experimental Study in the Mobile Communications Industry. Digital Business, 2(1), 100018. https://doi.org/10.1016/j.digbus.2021.100018
  24. Sanusi, A. (2017). Metodologi Penelitian Bisnis. Salemba Empat.
  25. Su, B.-C., Wu, L.-W., Lin, H., & Lin, C.-A. (2023). The Mediating Effect of Herd Behavior and Brand Attitude towards the Impact of Spokesman Credibility, Source Fit, and Online Word-of-Mouth on Purchase Intention. Sustainability, 15(1), 888–909. https://doi.org/10.3390/su15010888
  26. Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
  27. Tjiptono, F. (2019). Strategi Pemasaran: Prinsip & Penerapan. Penerbit Andi.
  28. Turban, E., Outland, J., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2018). Electronic Commerce 2018. Springer International Publishing. https://doi.org/10.1007/978-3-319-58715-8
  29. Zhang, W., Yang, D., Jin, J., Diao, L., & Ma, Q. (2019). The Neural Basis of Herding Decisions in Enterprise Clustering: An Event-Related Potential Study. Frontiers in Neuroscience, 13. https://doi.org/10.3389/fnins.2019.01175