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Supply chain performance and visit interest of restaurants: The role of buzz and viral marketing strategic

Supply chain performance and visit interest of restaurants: The role of buzz and viral marketing strategic

Abstract: The purpose of this study was to analyze the relationship between buzz and viral marketing strategy on supply chain performance and visit interest of restaurants in Banten Indonesia. This type of research used explanatory with a quantitative approach using SEM-based variance analysis, this is because the dependent and independent variables in this study amounted to more than one so that they could use variance-based SEM to summarize the formulation of the analysis. The study was conducted on 120 restaurant owner respondents in the province. Banten Indonesia. The distribution of the questionnaire in this study was carried out in two stages, namely the distribution of online questionnaires via google form to restaurant owner consumers. The sampling technique used in this study is accidental sampling, namely the determination of the sample based on accidental samples. The results of this study are buzz marketing has a significant effect on supply chain performance, buzz marketing has a significant effect on visit interest, viral marketing has a significant effect on supply chain performance, viral marketing has a significant effect on visit interest, visit interest has a significant effect on supply chain performance.

Keywords: Buzz marketing, Viral marketing, Supply chain performance, Visit interest, Restaurants

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Detail Information
Series Title
Supply chain performance and visit interest of restaurants: The role of buzz and viral marketing strategic
Call Number
Manajemen
Publisher
Growing Science Publishing Com : Growing Science Publishing Company.,
Collation
pp. 437-444
Language
English
ISBN/ISSN
ISSN 2291-6830
Classification
Manajemen
Content Type
-
Media Type
-
Carrier Type
-
Edition
Volume 10 Issue 2
Subject(s)
-
Specific Detail Info
-
Statement of Responsibility
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