Published date: Jul 31 2024

Journal Title: KnE Social Sciences

Issue title: The 3rd International Conference on Business, Economics, and Sustainability Science (BESS 2023)

Pages: 108–123

DOI: 10.18502/kss.v9i21.16668

Kaisar RamadhanDepartment of Management, Faculty of Economic, Universitas Negeri Malang

Rayie Tariaranie Wiragunarayie.tariaranie.fe@um.ac.idDepartment of Management, Faculty of Economic, Universitas Negeri Malang

This study has the purpose to find out how to build brand awareness by means of viral marketing and make consumers interested in making purchase decisions. The approach used in this research is explanatory. The results that have been obtained show that viral marketing significantly influences brand awareness with purchase decisions as an intervening variable. These results indicate that: (1) There is a positive and significant effect of viral marketing on brand awareness. (2) There is a positive and significant effect of viral marketing on purchase decisions. (3) There is a positive and significant effect of the purchase decision on brand awareness. (4) There is a positive.

Keywords: viral marketing1, brand awareness2, purchase decision3, fore coffee4

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