The Influence of Word of Mouth, Brand Awareness and Viral Marketing on Purchase Decisions (A Study on Consumers of Kopi Kenangan Purwokerto)

This study aims to analyze the influence of Word of Mouth, Brand Awareness and Viral Marketing on Purchase Decisions at Kopi Kenangan Purwokerto. The research method uses quantitative analysis, with data collection through online questionnaires. The sample used a non-probability purposive sampling technique. The population consists of customers Kopi Kenangan Purwokerto with an indeterminate number, so the Roscoe formula was used, involving 102 respondents who have made purchases more than twice at Kopi Kenangan Purwokerto and follow the Kopi Kenangan Instagram account. The data analysis technique used SPSS 26. The research results show that Word of Mouth, Brand Awareness and Viral Marketing have a positive effect on Purchase Decisions. This research proves that the implementation of effective communication strategies, brand awareness and digital marketing can drive an increase in purchases