| dc.description.abstract | Currently, the number of Internet users is increasing exponentially every second. The traditional advertising must renew its model because it is no longer sufficient to build brand awareness and lead to purchase decision in this modern context. Marketers are trying to harvest the worldwide accessibility to the internet to create a new era of marketing.
This study was conducted with the sample size of 215 respondents provided some statistics about relationship among factors affecting customers‟ traveling decision. Quantitative approach was applied in this research along with other statistical techniques such as reliable test, factor analysis, multiple regression and path analysis. First, it figured out the positive impact of three out of five forms of Viral marketing on Information credibility which had direct impact on traveling decision. Moreover, there was no direct impact of using social network, video and website on making decision to go travel but indirect impact through Brand recall. In addition, information achievement from websites also affected directly on the decision going travel of customers. The benefits of conducting this study are not only theoretical but also practical because of its implications in marketing, especially in tourism industry.Through the result shown in this study, tourism company aware of what forms of Viral marketing affecting the most on customer decision making and finding the right direction for their marketing campaigns. | en_US |
