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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.
Peran E-Wom dalam Memediasi Pengaruh Influencer, Brand trust, Brand Image, dan Social Media Marketing terhadap Keputusan Pembelian Kurniasih, Indri; Sukarno, Aji; Yulia Rosyada, Fani; Artanti, Anisrina; Wahyudi, Budi
Journal of Trends Economics and Accounting Research Vol 6 No 2 (2025): December 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v6i2.2356

Abstract

The objective of this research is to analyze the influence of the variables influencer, brand trust, brand image, and social media marketing on the purchase decision of Glad2Glow skincare products, with electronic word of mouth (e-WOM) as the mediating variable. This study utilizes a quantitative approach with primary data. The sampling technique employed was purposive sampling, involving 160 female respondents aged at least 17 years, residing in the Jabodetabek area, and who have purchased Glad2Glow products. Data collection was performed through the distribution of questionnaires. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The analysis process included two main stages: (1) Outer model testing, covering convergent validity, discriminant validity, and reliability; (2) Inner model testing, covering the goodness of fit test, coefficient of determination ($R^2$) test, hypothesis testing, and predictive relevance ($Q^2$) test. The results of the analysis indicate that influencer, brand trust, and social media marketing have a significant influence on e-WOM. Brand trust and e-WOM are proven to have a significant influence on purchase decisions. Simultaneously, the four independent variables (influencer, brand trust, brand image, and social media marketing) have a significant influence on e-WOM and purchase decisions. The mediation effect analysis reveals that only brand trust has a significant indirect influence on purchase decisions through e-WOM. Among the variables studied, the influencer is the most dominant factor in influencing e-WOM, while brand trust is the most dominant variable in influencing purchase decisions.
Co-Authors Komsi Koranti Kurniasih, Indri Rosyada, Fani Yulia Sukarno, Aji Wahyudi, Budi Widiyanti, Aprillia Putri Yulia Rosyada, Fani