The Role of Brand Awareness in the Influence of Instagram Advertising and Viral Marketing on Culinary Purchase Decisions

Consumer behavior is an important thing that is considered by marketers. With changes in consumer behavior, this study aims to analyze the effect of Instagram advertising and viral marketing on purchasing decisions with brand awareness as a mediating variable. The research is focused on culinary business in Denpasar City. The research population is the people in Denpasar City. The sample used was 140 respondents aged 25-34 years who are active Instagram users. The data collection method is through a questionnaire with a 5-point Likert measurement scale. Data analysis used to answer the research hypothesis is inferential analysis with Partial Least Square (PLS). The results showed that Instagram advertising did not have a significant positive effect on purchasing decisions but had a significant effect through mediation of brand awareness. Meanwhile, viral marketing directly or indirectly has a significant effect on purchasing decisions.