Viral Marketing Model Through Digital Content

Abstract

Viral Marketing is a marketing technique that rely on technological advancement like the internet in sending content to attract public interest. The selling process of Lupis Mbah Satinem is supported by viral marketing that caused by Netflix digital content called street food serial. As for the intention of this research is to find out the effect that has happened after the publication of street food serial Yogyakarta chapter towards the sales of Lupis Mbah Satinem. This research is a qualitative research that used case study method. The theory that has been used in this research are the viral marketing, digital content, advertisement and mass communication theory. This research is using interview method with the key informan and informan, observation participant, literature review, and the documentation for collecting the data. The result of this research is that street food serial from netflix has participate in the making of viral marketing effect that increase the sales of Lupis Mbah Satinem.