¹Dewi Mariyam, ²Syarif Hidayatullah, ³Moh. Nur Singgih, ⁴Estikowati, ⁵Umu Khouroh

^1,2,3,4,5University of Merdeka Malang, Terusan Dieng. 62-64 Klojen, Pisang Candi, Kec. Sukun, Malang City, East Java 65146

DOI : https://doi.org/10.47191/ijsshr/v8-i1-61

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ABSTRACT

This study aims to analyze the impact of viral marketing on perceived value through trust as a mediator in the context of animal health laboratory services. With significant growth in the animal health sector, particularly in laboratory services, it is essential for laboratories to adopt effective marketing strategies. Viral marketing, which leverages the power of social media to disseminate information, has become an increasingly popular strategy. This research involved 368 respondents who had used laboratory services in the past three months. A quantitative approach was employed with an explanatory design, and analysis was conducted using Structural Equation Modeling (SEM). The results indicate that viral marketing has a significant positive influence on consumer trust, which in turn positively impacts perceived value. Trust serves as a mediator that strengthens the relationship between viral marketing and perceived value, demonstrating that when consumers trust the laboratory, they are more likely to perceive the service as valuable. Additionally, the analysis shows that although the influence of viral marketing on perceived value is not as strong as that of trust, this marketing strategy still contributes significantly to enhancing consumer perception. These findings provide insights for animal health laboratories to develop more effective and integrated marketing strategies. By enhancing the viral elements in marketing, laboratories can not only increase brand awareness but also strengthen consumer trust, ultimately enhancing customer satisfaction and loyalty. This research is expected to serve as a reference for improving marketing practices in the animal health sector, in line with the increasing consumer demand for fast, accurate, and reliable services.

KEYWORDS:

Viral Marketing; Perceived Value; Trust; Mediator; Customer

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Volume 08 Issue 01 January 2025