The impact of Viral Marketing on Purchase Intention mediated by Consumer Behavior (Study on Tiktok User of Management Students at Bhayangkara Jakarta Raya University)

This study aims to determine the impact of Viral Marketing on Purchase Intention mediated by Consumer Behavior (Study on Tiktok User Management Students at Bhayangkara Jakarta Raya University). This research is quantitative, with a sampling technique using non-probability sampling, that is, by using purposive sampling. Data were obtained through questionnaires which were distributed to 141 respondents. The data analysis technique in this study uses Partial Least Square using the SmartPLS 3.0 application. The results showed that: 1) Viral Marketing has a positive and signi�icant in�luence on Purchase Intention, 2) Viral Marketing has a positive and signi�icant in�luence on Consumer Behavior, 3) Consumer Behavior has a positive and signi�icant in�luence on Purchase Intention, 4) Consumer Behavior can mediate Viral Marketing on Purchase Intention with full mediation. Future research should be conducted with other relevant variable.


INTRODUCTION
Consumer behavior is research on how a person or group and organization select the products they want to buy, buying, utilizing goods, services, ideas, and experiences to satisfy their wants and needs (Kotler et al., 2019). According to a survey conducted by We Are Social, there were 204.7 million internet users in Indonesia as of January 2022. Currently, internet users in Indonesia have increased by 54.25 percent compared to 2018 online through social media and e-commerce.
Tiktok is becoming the most effective social media platform for achieving business goals. By following existing trends, Tiktok adds useful business features such as business pro�iles and advertisements to marketplace features such as product catalogues and live-streaming features Ike Fitriani, et al  that will make it easier for brands to make direct sales. Tiktok is a powerful and practical marketing tool because it does not require signi�icant costs, reaches a broader audience, and the process of broadcasting information is short. This is an opportunity for brands to market their products through Viral Marketing.
Viral Marketing is a strategy and process of spreading messages through electronic media about a product to the public at large and its rapid development is like a virus that can reproduce itself more and more. (Kaplan & Haenlein, 2011). According to research conducted by Haryanto et al., (2021) proves that there is a positive and signi�icant effect of the Viral Marketing variable on consumer buying interest in purchasing decisions through the Tiktok application.

Research purposes
Based on the problems above, the authors determine the objectives of this study, among others:

THEORETICAL REVIEW Viral Marketing
According to Susilowati (2018) Viral Marketing or Viral Marketing is one of the marketing strategies using the internet or social media to obtain a speci�ic marketing goal carried out through a chain of communication processes. The main goal in implementing the Viral Marketing strategy is to reach more consumers or visitors in a pro�ile, website, or application, which will then be deemed attractive and will then be distributed voluntarily to other people who have the potential to buy the recommended goods or services and recommend it to others.

Consumer Behavior
According to Siregar (2022), Consumer behaviour or consumer behaviour is a study that investigates how an individual utilizes available resources. According to Foeh et al., (2022) Consumer behaviour is a process of consideration of a person and household before making a purchase action in obtaining, utilizing, consuming and disposing of an item as needed.

Purchase Intentions
Purchase Intentions or buying interest is consumer interest in an item or service by searching for information about the desired product. Purchase Intentions are an essential indicator that will be used to predict consumer behaviour because they can be used as a reference to measure the possibility of consumers buying a product or service, Services. (Areeba Toor, 2019).

Thinking Framework
Based on previous research from selected sources, the framework of thinking is structured as follows:    Based on the outcomes of the calculations mentioned above. As can be observed, the Q Square of Consumer Behavior is equal to 0.419. According to these �indings, this study's proportion is 41.9%. In contrast, the remaining 58.1% are not included in this research. It can be stated that this research has good goodness of �it.

Research Hypothesis
According to the Q-Square of Purchase Intentions, the percentage of this research is 42.8%. The conclusions of this study do not apply to the remaining 57.2%. It can be stated that this research has good goodness of �it.

Hypothesis Analysis
Based on the outcomes of the Inner Model test, which includes the R-Square output-parameter coef�icients and Statistics-hypotheses are assessed using path coef�icient testing. Pay close attention to the signi�icant value between the constructs to decide whether to accept or reject a hypothesis. Statistics. P-values, too. (Study on Tiktok User of Management Students at Bhayangkara Jakarta Raya University) / 84 -91 T-statistic > 1.96, a signi�icance level of P = 0.05 (5%) and a signi�icant and positive coef�icient were the guidelines employed in this research. (Sholihin & Ratmono, 2020

CONCLUSION AND RECOMMENDATION Conclusion
This study aims to determine the impact of Viral Marketing on Purchase Intentions mediated by Consumer Behavior on Tiktok users at Bhayangkara University Jakarta Raya 2018.