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

In: Proceedings of the 4th Business Innovation Sustainability and Technology International Conference (BISTIC 2024)

Author

Listed:
  • Amanda Nur Fadhillah

    (Universitas Negeri Malang)

  • Agus Hermawan

    (Universitas Negeri Malang)

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.

Suggested Citation

  • Amanda Nur Fadhillah & Agus Hermawan, 2024. "Brand Awareness as a Bridge: Connecting E-WoM and Purchase Decisions for TikTokShop Perfumes," Advances in Economics, Business and Management Research, in: Ika Zutiasari & Dede Rusmana & Muhammad Fuad (ed.), Proceedings of the 4th Business Innovation Sustainability and Technology International Conference (BISTIC 2024), pages 133-150, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-576-8_12
    DOI: 10.2991/978-94-6463-576-8_12
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