MAHARANI, Amanda Syakhina (2022) The Influence of Product Knowledge, Product Innovation and Viral Marketing on Purchase Decision with Brand Awareness as Intervening Variable (Case Study on Consumer EsTeh Indonesia). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is a type of quantitative research on EsTeh Indonesia consumers. The title of this research is "The Influence of Product Knowledge, Product Innovation and Viral Marketing on Purchase Decisions with Brand Awareness as a Mediation Variable (Case Study on Consumers EsTeh Indonesia)". This study aims to analyze the effect of product knowledge, product innovation, and viral marketing on purchase decisions through brand awareness. The population in this study is all EsTeh Indonesia consumers who have purchased EsTeh Indonesia products approximately twice. Measurement of variables in this study using a Likert scale and hypothesis testing used Structural Equation Modeling (SEM). The results of this study indicate that (1) Product knowledge has a negative effect on brand awareness, (2) Product knowledge has a negative effect on purchase decisions, (3) Product innovation has a positive effect on brand awareness, (4) Product innovation has a negative effect on purchase decisions, ( 5) Viral marketing has a positive effect on brand awareness, (6) Viral marketing has a positive effect on purchase decisions, (7) Brand awareness has a positive effect on purchase decisions, (8) Brand awareness does not mediate the effect of product knowledge on purchase decisions, (9) Brand awareness mediates the effect of product innovation on purchase decisions, (10) Brand awareness mediates the effect of viral marketing on purchase decisions. The implication of this research is to improve purchase decision, EsTeh Indonesia must maintain and improve product knowledge, product innovation, viral marketing, and brand awareness considering the number of contemporary beverage brands in Indonesia.

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