Abstract
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 re-search is focused on culinary business in Denpasar City. The research population is the peo-ple in Denpasar City. The sample used was 140 respondents aged 25-34 years who are ac-tive 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 inferen-tial 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 ef-fect through mediation of brand awareness. Meanwhile, viral marketing directly or indirect-ly has a significant effect on purchasing decisions.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
