Peran Brand Awareness Memediasi Pengaruh Viral Marketing terhadap Niat Beli: Studi Pada Konsumen Hanzho Coffee & Eatery di Gianyar

Eka Adityawan Mayun Krisna; Ni Made Purnami

doi:10.30640/ekonomika45.v13i2.5927

Authors

Eka Adityawan Mayun Krisna Universitas Udayana
Ni Made Purnami Universitas Udayana

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.5927

Keywords:

Brand Awareness, Digital Marketing, Purchase Intention, Social Media, Viral Marketing

Abstract

The growth of digital marketing has led businesses to increasingly use social media as a promotional tool, particularly through viral marketing strategies. However, highly viral content does not always result in increased consumer purchase intention, indicating the need for supporting factors. This study aims to examine the effect of viral marketing on purchase intention, the effect of viral marketing on brand awareness, the effect of brand awareness on purchase intention, and the mediating role of brand awareness in the relationship between viral marketing and purchase intention at Hanzho Coffee & Eatery in Gianyar Regency. This study adopts a quantitative approach with a causal research design. A total of 100 respondents were selected using purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using path analysis and the Sobel test. The results show that viral marketing has a positive and significant effect on purchase intention and brand awareness, while Brand awareness also has a positive and significant effect on purchase intention. In addition, brand awareness partially mediates the relationship between viral marketing and purchase intention. These findings indicate that viral marketing strategies are more effective when combined with consistent efforts to strengthen brand awareness in increasing consumer purchase intention.

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