Pengaruh Viral Marketing terhadap Purchase Intention melalui Brand Awareness pada Konten Instagram Métierplace

Abstract

Penelitian mengenai viral marketing umumnya masih berfokus pada produk berwujud, sedangkan jasa experiential seperti workshop kreatif memiliki karakteristik berbeda karena bergantung pada pengalaman langsung konsumen. Penelitian ini bertujuan menganalisis persepsi responden terhadap viral marketing, brand awareness, dan purchase intention, serta menganalisis pengaruh viral marketing terhadap purchase intention dengan brand awareness sebagai variabel mediasi pada konten Instagram Métierplace. Penelitian menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling-Partial Least Squares (SEM-PLS) terhadap 150 pengguna aktif Instagram yang pernah terpapar konten Métierplace pada periode Februari-Mei 2026. Hasil penelitian menunjukkan persepsi responden terhadap viral marketing, brand awareness, dan purchase intention tergolong tinggi. Selain itu, viral marketing berpengaruh positif dan signifikan terhadap brand awareness dan purchase intention, sedangkan brand awareness berpengaruh positif terhadap purchase intention serta memediasi secara parsial hubungan antara viral marketing dan purchase intention.

Research on viral marketing has generally focused on tangible products, whereas experiential services such as creative workshops have distinct characteristics because they rely on consumers' direct experiences. This study aims to analyze respondents' perceptions of viral marketing, brand awareness, and purchase intention, as well as to examine the effect of viral marketing on purchase intention with brand awareness as a mediating variable in Métierplace's Instagram content. This study employed a quantitative approach using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with 150 active Instagram users who had been exposed to Métierplace's Instagram content during the February-May 2026 period. The results showed that respondents' perceptions of viral marketing, brand awareness, and purchase intention were high. In addition, viral marketing had a positive and significant effect on both brand awareness and purchase intention, while brand awareness had a positive and significant effect on purchase intention and partially mediated the relationship between viral marketing and purchase intention.