The influence of Viral Marketing on social media and Online Community on Purchasing Decision in the Pandemic Era (Case Study of BTS Meal McDonald’s Product, Bandung Area)

Abstract

At the current conditions, every company is trying to find ways to survive in the market. Various strategic choices were made, including the world's big food franchise company McDonalds. By hooking the BTS group, McD is trying to attract the world's attention. This study aims to see whether Viral marketing in social media and online communities an effect has on purchasing decisions, in this case the BTS meal McD product. The research was conducted with a sample of 100 respondents who are the people of Bandung City. With the technique of data analysis using regression analysis. The results showed that both viral marketing in social media and online communities had a positive effect on purchasing decisions for BTS Meal McD products.