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All Journal Journal of Trends Economics and Accounting Research
Artanti, Anisrina
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Economics, Econometrics & Finance

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Viral Marketing, Brand Awareness, dan Lifestyle: Dampaknya Terhadap Keputusan Pembelian Melalui Minat Beli Widiyanti, Aprillia Putri; Sukarno, Aji; Rosyada, Fani Yulia; Koranti, Komsi; Artanti, Anisrina
Journal of Trends Economics and Accounting Research Vol 5 No 4 (2025): June 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v5i4.2006

Abstract

This study aims to analyze the influence of viral marketing, brand awareness, and lifestyle on purchasing decisions with the mediation variable of purchase interest at Point Coffee Indomaret. This study uses primary data collected through the distribution of questionnaires from 250 respondents who are consumers of Point Coffee Indomaret, using purposive sampling. Data were analyzed using partial least square-structural equality modeling (PLS-SEM) with the help of the SmartPLS statistical application. The results of the study indicate that viral marketing, brand awareness, and lifestyle have an effect on purchase interest. Viral marketing, lifestyle, and purchase interest have an effect on purchasing decisions. Viral marketing has an effect on purchasing decisions with purchase interest as a mediation variable, brand awareness has no effect on purchasing decisions with purchase interest as a mediation variable, lifestyle has an effect on purchasing decisions with purchase interest as a mediation variable.
Co-Authors Komsi Koranti Rosyada, Fani Yulia Sukarno, Aji Widiyanti, Aprillia Putri