IMPACT OF VIRAL MARKETING AND BRAND AWARENESS MEDIATED BY PERCEIVED QUALITY TOWARDS PURCHASE INTENTION IN FASHION

• Main Author: Bharan, Bharoar
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57973
• Institution: Institut Teknologi Bandung

After the optimistic rise of 4 percent in 2019, 2020 was the year where everything changed for the players in the fashion industry. The COVID-19 Pandemic hits hard, and in turn, fashion companies have a tremendous decline in profit. This pushes fashion players around the world to innovate and follow the trend of going digital-due to the social distancing rules imposed by many countries around the world. Saint Velvet is a newly established brand, looking for the right marketing strategy to make their first move into scaling their business, and viral marketing is perceived to be quite promising. Saint Velvet wants to know how it could impact their business, and also wants to know how it pairs to brand awareness, to create an all-rounded insight for Saint Velvet on their next marketing strategy. The goal of this research is to identify the impact of viral marketing and brand awareness towards the purchase intention of Saint Velvet, in which perceived quality is utilized as a mediating variable between brand awareness and purchase intention. This research utilizes the 5-point Likert scale. The data is gathered through the use of online survey of 238 respondents, which then it will be analysed using SEM-PLS method to obtain the results. The results of the analysis shows that viral marketing does have a positive and significant impact towards purchase intention, while brand awareness has a positive and significant impact towards perceived quality, in which then perceived quality also has a positive and significant impact towards purchase intention. The results of this study can be utilized for fashion brands to further develop their marketing strategy.