Pengaruh Viral Marketing dan Brand Awareness Terhadap Purchase Intention Produk Aldi’s Burger pada Generasi Z Pengguna Sosial Media

Abstract

The culinary micro, small, and medium enterprise (MSME) sector in Indonesia faces increasing challenges related to technological adaptation and shifts in Generation Z consumer behavior, particularly those driven by social media dynamics. This study aims to examine and analyze the effects of Viral Marketing and Brand Awareness on the Purchase Intention of Aldi’s Burger products among Generation Z social media users. This study employed a quantitative approach with a non-probability sampling technique using purposive sampling. The sample consisted of 110 Generation Z respondents who actively use social media and had been exposed to Aldi’s Burger promotional content. Data were collected through questionnaires and analyzed using multiple linear regression. The results of the partial test (t-test) indicate that Viral Marketing has a positive and significant effect on Purchase Intention (t = 5.506 > 1.982), with a contribution of 31.2%. Brand Awareness also has a positive and significant effect on Purchase Intention (t = 2.326 > 1.982), with a contribution of 10.6%. Furthermore, the simultaneous test (F-test) shows that Viral Marketing and Brand Awareness jointly have a significant effect on Purchase Intention (F = 38.551 > 3.08). The coefficient of determination (R²) is 0.419, indicating that 41.9% of the variation in Purchase Intention can be explained by Viral Marketing and Brand Awareness, while the remaining 58.1% is explained by other factors outside the research model. The findings indicate that Viral Marketing has a stronger contribution to Purchase Intention than Brand Awareness. These results suggest that non-conventional, humorous, and authentic digital marketing strategies can effectively stimulate purchase intention among Generation Z consumers.