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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Putu Saroyini Piartrini
Management, Faculty of Economics and Business, Udayana University
Economics, Econometrics & Finance

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THE ROLE OF BRAND AWARENESS IN MEDIATING THE EFFECT OF VIRAL MARKETING ON PURCHASE DECISIONS (A Study on Consumers of Tukies Coconut Products in Gianyar Regency) Ida Ayu Made Citra Swandewi; Tjokorda Gde Raka Sukawati; Putu Saroyini Piartrini; Agoes Ganesha Rahyuda
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 3 (2025): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

The rapid development of the digital era has driven substantial transformations in marketing practices. Many businesses now compete to design creative and interactive marketing strategies. Amid increasingly intense competition, Tukies Coconut an ice cream brand has implemented viral marketing strategies by utilizing social media platforms to enhance consumer engagement and expand market reach. This study aims to explain the mediating role of brand awareness in the influence of viral marketing on purchase decisions. The research was conducted in Gianyar Regency with a sample of 110 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using path analysis with SPSS 25.0. The findings reveal that viral marketing has a positive and significant effect on purchase decisions. Viral marketing also has a positive and significant effect on brand awareness. Furthermore, brand awareness significantly influences purchase decisions and is able to mediate the relationship between viral marketing and purchase decisions.
THE INFLUENCE OF PRODUCT INNOVATION, SOCIAL MEDIA MARKETING, AND LOCATION ON PURCHASE DECISIONS AT TEH POCI GANA(A Case Study of Teh Poci Gana in Bantul, Yogyakarta) Nyoman Parartha Deswara Evaganna; Putu Saroyini Piartrini
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 10 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19583946

Abstract

The background of this study is based on the phenomenon of a significant decline in the sales turnover of Teh Poci Gana due to intense competition from similar businesses within its operational area. This study aims to examine and explain the influence of product innovation, social media marketing, and location on purchase decisions at Teh Poci Gana. The research was conducted at Teh Poci Gana located in Dusun Ngebel, Tamantirto, Bantul Regency, Yogyakarta. This study employs a quantitative approach with an associative research design. The population consists of all consumers who have previously purchased products from Teh Poci Gana. The sampling technique used was purposive sampling, involving 200 respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis, classical assumption tests, and hypothesis testing (t-test and F-test) with the assistance of SPSS version 25. The results show that: (1) product innovation has a positive and significant effect on purchase decisions, indicating that better product innovation leads to higher consumer purchase decisions; (2) social media marketing has a positive and significant effect on purchase decisions, suggesting that effective promotion through social media can increase purchase decisions; and (3) location has a positive and significant effect on purchase decisions, where ease of access and visibility significantly contribute to consumers’ purchasing decisions. Simultaneously, these three independent variables have a significant effect on purchase decisions, with a contribution of 23.3%.
Co-Authors Agoes Ganesha Rahyuda Ida Ayu Made Citra Swandewi Nyoman Parartha Deswara Evaganna Tjokorda Gde Raka Sukawati