Brand Awareness, Electronic Word-of-Mouth, and Viral Marketing's Effects on Purchase Decisions

Abstract

This research aims to determine and analyze the influence of viral marketing, electronic word of mouth, and brand awareness on purchase decisions. This research is survey research with quantitative approach and data collection tools in the form of questionnaires. The population in this study consists of students in Sleman District, with 100 respondents as the sample using purposive sampling. The data analysis technique used is multiple linear regression with SPSS program. The result of this study show that viral marketing, electronic word of mouth, and brand awareness simultaneously has a positive and significant influence on purchase decisions and viral marketing, electronic word of mouth, and brand awareness partially has a positive and significant influence on purchase decisions. This research contributes to expanding theory and students because it adds references regarding the influence of viral marketing, electronic word of mouth, and brand awareness on purchase decisions at the Shopee Marketplace in Sleman Regency. Keyword: Viral Marketing; Electronic Word of Mouth; Brand Awareness; Purchase Decision; Shopee