Customer Trust as a Mediator of the Influence of Viral Marketing and Brand Image on Online Purchase Decisions on Scarlett Products in Denpasar City

ABSTRACT : This study aims to explain the influence of viral marketing and brand image on customer trust and purchase decisions, as well as explain the role of customer trust in mediating the influence of viral marketing and brand image on purchase decisions on Scarlett products in Denpasar City. The population in this study were consumers domiciled in Denpasar City who made purchase decisions on Scarlett products. The sample determination method uses the purposive sampling method. The number of samples was 110 people. Data is collected using questionnaires. The data obtained were processed using descriptive statistics and Partial Least Square (PLS) Analysis. The results of the analysis show that viral marketing and brand image have a positive and significant effect on purchase decisions, as well as viral marketing, brand image and customer trust have a positive and significant effect on purchase decisions. The theoretical implications in this study are in accordance with the Theory of Planned Behavior, which states that the more viral a product is from social media and the stronger the brand image, the more opportunities consumers will have to believe and be able to influence purchasing decisions.

KEYWORDS : Scarlet, viral marketing, brand image, customer trust, purchase decision