The Influence of E-Wom and Viral Marketing on Decisions to Purchase Ice Cream Mixue in Kupang City

AMARAL, Maria Augustin Lopes and GOETHA, Selfiana and WATU, Engelbertus G. Ch. and FALLO, Apryanus (2024) The Influence of E-Wom and Viral Marketing on Decisions to Purchase Ice Cream Mixue in Kupang City. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 9 (3). pp. 549-565. ISSN 2598-635X

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Abstract

This research aims to measure the influence of electronic word of mouth, viral marketing on purchasing decisions with brand image as a mediating variable in ice cream mixue in the city of Kupang. The sampling technique used in this research was incidental sampling. SEM AMOS is used as an analysis method to determine the influence between the variables involved. The research results found that electronic word of mouth (e-wom) and viral marketing had an effect on brand image, viral marketing had an effect on purchasing decisions but electronic word of mouth had no effect on purchasing decisions. Brand image can mediate the influence between electronic word of mouth and viral marketing on the decision to purchase mixue ice cream in the city of Kupang.

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