Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Anggraeni, Ni Putu Olla
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
From Influence to Intention: How Peer Dynamics and Viral Marketing Shape Gen-Z Food Purchasing Through Brand Awareness Anggraeni, Ni Putu Olla; Basmantra, Ida Nyoman
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1099

Abstract

Digital platforms and peer interactions play an increasingly central role in shaping Generation Z’s consumption behavior, yet limited empirical evidence clearly explains the distinct effects of peer influence and viral marketing on purchase intention through the mediating role of brand awareness, particularly in Bali’s food industry. This gap constrains marketers’ understanding of which social and digital factors are most influential at different stages of Generation Z’s purchasing process. Focused on Generation Z in Bali, this study explores the roles of peer influence and viral marketing in shaping food purchase intention, with brand awareness as a mediator. Employing a quantitative survey design, the data analysis indicates that viral marketing elevates brand awareness, which subsequently enhances purchase intention. Peer influence, however, exerts a direct effect on purchase intention but does not significantly impact brand awareness. The relationship between viral marketing and purchase intention is fully mediated by brand awareness. These findings highlight the distinct pathways through which digital content (viral marketing) and social interactions (peer influence) operate: the former builds brand recognition, while the latter directly drives purchase decisions. This study offers practical implications for food marketers by highlighting the importance of viral strategies that boost brand awareness, alongside using peer influence to convert awareness into purchase intention. Understanding Generation Z’s digital behavior and social interactions is essential for developing effective marketing strategies in today’s digital environment.
Co-Authors Basmantra, Ida Nyoman