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

Hartini Pratiwi Pane; Ismail  Napitupulu; Syahrika  Luthfi; Syafrizal Helmi  Situmorang

doi:10.55927/fjst.v3i11.12404

Authors

Hartini Pratiwi Pane Magister Ilmu Manajemen, Ekonomi dan Bisnis, Universitas Sumatera Utara
Ismail Napitupulu Magister Ilmu Manajemen, Ekonomi dan Bisnis, Universitas Sumatera Utara
Syahrika Luthfi Magister Ilmu Manajemen, Ekonomi dan Bisnis, Universitas Sumatera Utara
Syafrizal Helmi Situmorang Magister Ilmu Manajemen, Ekonomi dan Bisnis, Universitas Sumatera Utara

DOI:

https://doi.org/10.55927/fjst.v3i11.12404

Keywords:

Viral Marketing, Brand Recognition, Purchasing Decisions, Social Media, TikTok Shop

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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