Pengaruh Viral Marketing dan Halal Awareness terhadap Keputusan Pembelian Topokki Mujigae melalui Citra Merek pada Generasi Z

Abstract

The entry of the Korean Wave phenomenon or Korean culture can influence the behavior of Indonesian people, especially Generation Z who are the majority of fans of this culture, such as deciding to buy products that smell Korean. Korean Wave products that are currently in great demand apart from Korean entertainment are Korean food such as topokki. Currently, topokki is even available in instant form, one brand of instant topokki which is quite popular in Indonesia is Topokki Mujigae. The purpose of this research is to test the influence of viral marketing and halal awareness on purchase decisions for Topokki Mujigae through brand image among Generation Z. Based on the research objectives, the population in this study is Generation Z in Indonesia. The number of samples used in this research was 150 respondents using the purposive sampling technique. The type and source of data in this research is primary data obtained from a questionnaire that was announced offline and online via Googleform. The data analysis method used in this research is Partial Least Square Path Modeling (PLS-SEM) using SmartPLS 3.0 software. The results of this research show that viral marketing, halal awareness, and brand image have a significant influence on purchase decisions. Viral marketing and halal awareness have a significant effect on brand image. And viral marketing and halal awareness have a significant influence on purchase decisions through brand image.