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 Tiktok User Management Students at Bhayangkara Jakarta Raya University). research is quantitative, with a sampling technique using non-probability sampling, that is, purposive sampling. Data were obtained through questionnaires which distributed 141 respondents. The data analysis in this uses Partial Least Square SmartPLS 3.0 application. results showed that: 1) has positive and significant influence Intention, 2) Behavior, 3) 4) can mediate full mediation