Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)

<Previous Article In Volume
Next Article In Volume>

Brand Awareness as a Bridge: Connecting E-WoM and Purchase Decisions for TikTokShop Perfumes

Authors
Amanda Nur Fadhillah1, Agus Hermawan1, *
1Universitas Negeri Malang, Jl. Semarang No. 5, Kota Malang, 65145, Jawa Timur, Indonesia
*Corresponding author. Email: agus.hermawan.fe@um.ac.id
Corresponding Author
Agus Hermawan
Available Online 19 November 2024.
DOI
10.2991/978-94-6463-576-8_12How to use a DOI?
Keywords
Viral Marketing; E-WoM; Brand Awareness; Purchase Decision; Parfum
Abstract

This research investigates the impact of viral marketing and electronic word-of-mouth (e-WoM) on consumer decisions to purchase HMNS perfumes, with a focus on the mediating role of brand awareness. A quantitative approach with an explanatory design was used, collecting data from 195 respondents through purposive sampling and Google Forms questionnaires. Partial Least Squares (PLS) analysis using SmartPLS 4.0 software revealed a surprising finding: viral marketing did not directly influence purchase decisions. However, e-WoM had a direct and significant positive effect. Additionally, brand awareness directly and positively influenced purchase decisions. The analysis further confirmed a significant positive mediating role of brand awareness, indicating that it amplifies the impact of both viral marketing and e-WoM on purchase decisions for HMNS perfumes.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
19 November 2024
ISBN
978-94-6463-576-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-576-8_12How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Amanda Nur Fadhillah
AU  - Agus Hermawan
PY  - 2024
DA  - 2024/11/19
TI  - Brand Awareness as a Bridge: Connecting E-WoM and Purchase Decisions for TikTokShop Perfumes
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)
PB  - Atlantis Press
SP  - 133
EP  - 150
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-576-8_12
DO  - 10.2991/978-94-6463-576-8_12
ID  - Fadhillah2024
ER  -