Viral Marketing in Social Media : How "Pempek" (Traditional Food From Palembang) can go globally

Abstraksi

Viral marketing with social media is promotion media with low cost budget. Beside that, this marketing method has other benefits, such as high speed of information spreading, easy to be monitored by advertiser, exponentially growing way (Kaplan,M and Haenlein M, 2011 ). Recently, Viral Marketing have been utilized by Small and Medium Enterprise (SME) to encourage customer to buy prospective product. Including in Indonesia, the growth of social media user has been used by SME to promote his product with more effective and efficient target of sales. Pempek, one of local product in Indonesia, in the past only, was mostly consumed by people who visited in Palembang. Today, changes have been identified significantly by product marketing due to development of social media. Seller of this traditional food, can reach fantastic revenues, in fact he does not have real store, only rely on media social marketing. This study wants to know about how Pempek (as local food) can compete globally with another nationally known food. Another subject study is what are benefits for local seller of traditional food by using social media. Research conducted using questionnaire survey. The result shows that there is positive correlation between sales and actively using media social media. Seller can get much more customer when he updates status of product in social media. Another benefit is social media area coverage in nation wide or other countries. With wide area coverage, there are much more potential market have been opened with social media