PENGARUH BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN VARIABEL MEDIASI VIRAL MARKETING PADA PRODUK MIXUE DI PONTIANAK

Abstract

This research aims to analyze the impact of brand awareness and product quality on purchasing decisions with the mediating variable viral marketing on Mixue products in Pontianak. The method used is quantitative, random sampling. There are 100. Secondary data collection through sites on the internet such as www.Momentum Works.com, portaltebo.id andpergikuliner.com. Data analysis consists of descriptive statistics, outer model, inner model, specific indirect effect. Tools used by SmartPLS 3. The research results show that brand awareness has a positive and insignificant influence on purchasing decisions, while product quality has a positive and significant influence on purchasing decisions, brand awareness has a positive and significant influence on viral marketing, product quality has a positive and significant to viral marketing, viral marketing has a positive and significant influence on purchasing decisions. Brand awareness has a positive and significant influence on purchasing decisions, with viral marketing acting as a mediating variable, and product quality has a positive and significant influence on purchasing decisions, with viral marketing acting as a mediating variable.