02417     2200181   4500001002100000005001500021035002000036008003900056245013400095100002800229260006100257300002400318084001800342520182800360082000802188650001902196990002002215INLIS00000000000540920250815095909  a0010-0825000182250815                |          | |  1 aPengaruh Viral Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Selalu Teh Di Tenggarong /cReyna Shirli Gabriella  aGabriella, Reyna Shirli  aTenggarong :bFEBIS-Universitas Kutai Kartanegara,c2023  a72 hlm. ;c21x30 cm  a658 GAB P C.1  aReyna Shirly Gabriella 2023, "The Influence of Viral Marketing and Brand Awareness on Purchasing Decisions at Always Tea in Tenggarong". Thesis from the Faculty of Economics and Business, University of Kutai Kartanegara with the guidance of Mr. Syahruddin S. SE. M.Si and Mrs. Nilam Anggar Sari, SE, M.Sc. The purpose of this study was to determine the effect of Viral Marketing and Brand Awarness variables on Purchasing Decisions at Always Tea in Tenggarong, either simultaneously or partially. Besides that, to find out which of the independent variables has the mast influence on the purchasing decision of always tea in Tenggurong<br/>The sample used in this study were 96 people and the analytical tool used for this study was multiple linear regression using SPSS software. <br/>The results showed that Viral Marketing and Brand Awareness had a simultaneous effect on Purchase Decisions with F-count F-table (81.554 > 3.09) and a sig value of less than 0.05 (0.000 <0.05) so that the first hypothesis<br/>proposed accepted and proven true. Viral Marketing has a partial effect on Purchase Decisions with t-Count <br/>1-Table (2.809 1.98) and sig less than 0.05 (0.006 <0.05) so that the second hypothesis proposed is accepted and proven true<br/>Brand Awareness has a partial effect on Purchase Decision with t-count <br/>1-table (7.232 1.98) and sig less than 0.05 (0.000 <0.05) so that the second hypothesis proposed is accepted and proven true. <br/>Meanwhile, the Brand Awareness variable has the most dominant ing uence on the Purchase Decision. It can be seen that the coefficient B Brand Awareness has the greatest influence compared to other variables, so that the fourth hypothesis "that brand awareness has the most dominant influence on purchasing decisions on Always Tea", accepted and proven true. <br/>  a658 4aManajemen Umum  a250813110008674