<![CDATA[This study examines the impact of viral marketing on Generation Z’s purchase intention toward food-sector Micro, Small, and Medium Enterprise (MSME) products. As digital natives, Generation Z actively engages with social media, making viral marketing an increasingly important strategy for promoting food products. This research employed a quantitative approach using descriptive and explanatory research designs. Data were collected through questionnaires distributed to 202 Generation Z respondents selected using purposive sampling. The research instrument was tested for validity and reliability, while data analysis included descriptive statistics, classical assumption tests, simple linear regression, correlation analysis, and hypothesis testing using SPSS. The findings reveal that Generation Z has a positive perception of viral marketing and demonstrates a high level of purchase intention toward food-sector MSME products. The regression analysis indicates that viral marketing has a positive and statistically significant effect on purchase intention. The correlation analysis also shows a very strong positive relationship between the two variables, suggesting that more effective viral marketing activities lead to higher purchase intention among Generation Z consumers. These findings highlight the strategic role of creative, informative, and shareable digital content in influencing consumer behavior. The study contributes to the digital marketing literature and provides practical implications for MSMEs by emphasizing the importance of optimizing viral marketing strategies to enhance consumer engagement, strengthen purchase intention, and improve competitiveness in the digital marketplace.]]>
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