Formosa Journal of Science and Technology (FJST)
Vol. 3 No. 11 (2024): November 2024

Evaluating the Influence of Viral Marketing and Brand Awareness on Purchase Decisions a Study Tiktok Shop

Pane, Hartini Pratiwi (Unknown)
Napitupulu, Ismail (Unknown)
Luthfi, Syahrika (Unknown)
Situmorang, Syafrizal Helmi (Unknown)

Article Info

Publish Date
29 Nov 2024

Abstract

This study examines the impact of Viral Marketing and Brand Awareness on Purchasing Decisions, individually and collectively. The quantitative study approach examines 90 consumers using the Tik Tok Shop in Tebing Tinggi. The sample was selected using a purposive sampling approach grounded in particular criteria. Data collection was conducted using an online questionnaire, and Data analysis was conducted via SPSS version 25. The findings indicated that Viral Marketing significantly influences Purchasing Decisions and Brand Awareness. Both Viral Marketing and Brand Awareness have a substantial and beneficial influence on Purchasing Decisions. This research enhances comprehension of The impact of digital marketing methods on consumer behavior in the era of social media.

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Journal Info
Formosa Journal of Science and Technology (FJST)
Website

Abbrev

fjst

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Humanities Computer Science & IT Education Industrial & Manufacturing Engineering Social Sciences

Description

Formosa Journal of Science and Technology (FJST) is an open-access scientific journal that publishing full-length research papers and review articles covering subjects that fall under the wide spectrum of science and technology. FJST journal is dedicated towards dissemination of knowledge related to ...