Pengaruh Viral Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Wardah pada Marketplace Shopee Kota Depok

Abstrak

This study aims to determine the partial and simultaneous effects of viral marketing and brand awareness on purchasing decisions for Wardah products on the Shopee marketplace in Depok City. Employing a quantitative method, the research was conducted from April to June 2026. The study population consisted of Generation Z individuals aged 15–29 residing in Depok City, totaling 489,873 people. Purposive sampling was used in conjunction with the Slovin formula at a 10% margin of error, resulting in a sample of 100 respondents. Data were collected via Likert-scale questionnaires and analyzed using IBM SPSS version 27, involving tests for validity, reliability, classical assumptions, t-tests, F-tests, the coefficient of determination, and regression coefficients. The results indicate that viral marketing has a significant partial effect, with a calculated t-value of 4.502 (exceeding the t-table value of 1.984) and a significance level of <0.001. Brand awareness also shows a significant partial effect, with a calculated t-value of 7.385 (exceeding the t-table value of 1.984) and a significance level of 0.001. Simultaneously, both variables significantly influence purchasing decisions, with a calculated F-value of 48.942 (exceeding the F-table value of 3.09) and a significance level of 0.001. The coefficient of determination (R²) of 0.502 indicates that these two variables explain 50.2% of the variation in purchasing decisions