<![CDATA[Abstract This study aims to determine and analyze the effect of Viral Marketing (X) through informativeness, entertainment, irritation, source credibility and incentives as exogenous variables on consumer attitudes (Z) and purchase intention (Y) as endogenous variables at Bukalapak in South Kalimantan. The approach used in this research is quantitative with a total sample of 125 people and using a purposive sampling technique. The data analysis technique used to determine the effect between variables in this study is PLS-SEM. The results showed that informativeness, entertainment and incentives had no effect on consumer attitudes, while irritation and source credibility had an effect on consumer attitudes at Bukalapak in South Kalimantan. Informativeness, source credibility, incentives, and consumer attitudes have an influence on purchase intention, while entertainment and irritation have no effect on purchase intention at Bukalapak in South Kalimantan. In the indirect effect, informativeness, entertainment, and incentives have no effect on purchase intention through consumer attitudes, while irritation and source credibility have an influence on purchase intention through consumer attitudes.]]>
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