THE RISE OF VIRAL MARKETING AND BRAND AWARENESS INFLUENCE PURCHASE DECISIONS OF SOMETHINC PRODUCTS

Fahira Anindya
Herning Indriastuti (UNIVERSITAS MULAWARMAN)

International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 7 No 1 (2023): IJEBAR, VOL. 07 ISSUE 01, MARCH 2023

The purpose of this study is to analyze and explain the effect of viral marketing and brand awareness on purchasing decisions for somethinc. The population in this study is people who use Somethinc products in Samarinda, Kalimantan Timur. The sampling technique uses a non-probability sampling approach with purposive sampling. With a total sample of 120 people. Data collection techniques using a questionnaire. The analysis was carried out using SmartPLS software version 3. This research is quantitative in nature. The results of this study indicate that the effect of viral marketing has a positive and significant effect on purchasing decisions; the effect of brand awareness has a positive and significant effect on purchasing decisions.