In recent years, the rapid expansion of internet usage has reshaped consumer behavior
and marketing strategies, particularly in the realm of social media. As individuals increasingly
turn to platforms like Instagram, Facebook, and Twitter for product information and peer
recommendations, businesses have recognized the potential of viral marketing and social media
marketing in influencing consumer purchasing decisions. Against this backdrop, Starbucks, a
globally recognized coffee brand, serves as a pertinent case study for exploring the dynamics
of viral marketing, social media marketing, and purchase decisions. This research aims to
investigate the interplay between viral marketing, social media marketing, and purchase
decisions among Starbucks consumers. Leveraging SPSS software, the study will analyze data
collected from 180 respondents to understand the impact of viral marketing and social media
marketing on consumer perceptions and purchasing behavior. By focusing on Starbucks as the
object of study, this research seeks to provide insights into how the brand utilizes viral
marketing and social media platforms to engage with consumers and drive purchase decisions.
Through surveys and statistical analysis, the study will explore the relationships between viral
marketing, social media marketing strategies employed by Starbucks, and the resulting
purchase decisions of consumers. Ultimately, this research endeavors to contribute to a deeper
understanding of the role of viral marketing and social media marketing in shaping consumer
behavior within the context of a prominent brand like Starbucks. By identifying key factors
that influence purchase decisions, the findings of this study will inform Starbucks' marketing
strategies, helping the company optimize its digital marketing efforts to better connect with
consumers in the digital age.