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All Journal Eduvest - Journal of Universal Studies
Luh Putu Mahyuni
Program Magister Manajemen, Universitas Pendidikan Nasional, Indonesia
Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

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Viral Marketing: Utilizing Digital Content Digitization to Enhance Brand Awareness, Brand Trust, and Customer Loyalty in Coffee Shops Ida Bagus Wibisana Sudarta; Luh Putu Mahyuni
Eduvest - Journal of Universal Studies Vol. 4 No. 6 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i6.1146

Abstract

This study delves further into the use of viral marketing to boost customer loyalty, brand awareness, and brand trust in coffee shops. By looking at two case studies of coffee businesses that use influencer engagement and organic viral marketing tactics, a qualitative approach is used. By using two case studies with distinct approaches, we hope to shed light on how viral marketing can be successfully applied in a variety of situations. Eleven informants' interview data are evaluated through the use of coding and theming techniques. The study concludes that while the Story, Hype, Actionable, Relevant, and Emotional (SHARE) strategy is applied in both circumstances, the first case, which takes an organic approach, achieves higher levels of trust in the generated content than the influencer-involved case. Furthermore, the study reveals that the utilization of viral marketing tactics in conjunction with the SHARE concept has the potential to enhance consumer awareness, trust, and loyalty. This study makes a valuable contribution by providing in-depth understandings of the ways in which viral marketing can be utilized to improve consumer loyalty, brand awareness, and brand trust. It also closes a gap in the literature by explaining how Viral Marketing strategies can be strengthened through the application of the SHARE concept.
The Attitude And Intentions Of Millennials Towards Digital Banks In The Post-Pandemic Era Stefanus Cahya Catur Wijaya; Luh Putu Mahyuni
Eduvest - Journal of Universal Studies Vol. 4 No. 6 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i6.1379

Abstract

Pandemic Covid-19 has had a significant impact on Indonesia’ economic since March 2020 and affecting every single aspect of life including financial and banking system. Banking create innovation through technology, and it’s called Digital Bank. Now Pandemic has end, but millennials attituded, and intention banking are change? This research held to understand the attitude and intention of millennials toward Digital Banks in the post pandemic era using quantitative method and using TAM to understand the intention with e-trust and attitude toward using digital bank as mediation. The result from this research show that Perceived usefulness, perceived ease of use, and e-trust strongly influence millennial’s intention to adopt digital bank. E-trust have significate mediation between perceived ease of use and behavior intention. Conclusion is designing marketing strategies or technology development requires consideration of perceived usefulness, ease of use, and e-trust, alongside factors like social influence and attitude toward usage. Understanding these relationships enables organizations to more effectively influence individuals' intentions to adopt new technology. Furthermore, recommendations for further research include conducting comparative studies across various technologies, exploring the influence of culture, employing multidisciplinary approaches, and conducting in-depth qualitative research to gain deeper insights into user behavior related to technology adoption.
Co-Authors Ida Bagus Wibisana Sudarta Stefanus Cahya Catur Wijaya