Examining the Effect of Digital Customer Experience on Customer Loyaltythrough Customer Satisfaction among QRIS Users

Abstract

This study aims to investigate the influence of viral marketing and brand awareness on consumer purchasing decisions at online stores in Indonesia. In a competitive digital context, effective marketing strategies such as viral marketing and brand awareness are crucial in driving consumer purchasing behavior. This research uses a quantitative approach through distributing online questionnaires to 720 randomly selected respondents. Data analysis was conducted using covariance-based Structural Equation Modeling (SEM) with SmartPLS 4.0 software. The results showed that both viral marketing and brand awareness have a positive and significant influence on purchasing decisions. In addition, viral marketing also significantly increases brand awareness. These findings confirm that a digital marketing strategy designed with elements of virality can strengthen consumers' perceptions of brands and drive purchase decisions more effectively.