The Manager Reveiew
Vol. 6 No. 1 (2024)

Effect Of Viral Marketing And Brand Awareness On Purchase Intention With Customer Trust As A Mediation Variable in Tik Tok Shop User

Salim, Muhartini (Unknown)
Putri, Seprianti Eka (Unknown)

Article Info

Publish Date
01 Mar 2024

Abstract

This research aims to analyze the effect of viral marketing on purchase intention, brand awareness influences purchase intention, customer trust mediates the influence of viral marketing on purchase intention and customer trust mediates the influence of brand awareness on purchase intention. The sampling technique uses purposive sampling. Data was obtained by distributing online questionnaires related to viral marketing, brand awareness, purchase intention, and customer trust to 110 respondents. The sampling technique is purposive sampling and the analysis method is Partial Least Square using the Smart PLS application. The research results show that viral marketing does not affect purchase intention, brand awareness affects purchase intention, customer trust does not mediate the effect of viral marketing on purchase intention and customer trust mediates the effect of brand awareness on purchase intention.

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Journal Info
The Manager Reveiew
Website

Abbrev

a46

Publisher

Universitas Bengkulu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The Manager Review Journal published by the Magister Management Study Program, FEB University of Bengkulu, is a journal that contains studies in the scope of management science. Specifically discussing issues related to marketing management, financial management, HR management, innovation ...