The Influence of Social Media Marketing and Viral Marketing on BrandLoyalty and Purchase Intention among Generation Z in the Digital Era(A Study on Daviena Product Users in TikTok Shop E-Commerce)

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Ervina, a student of the Business Administration Study Program at Yudharta University Pasuruan,
conducted a study in July 2025 entitled "The Influence of Social Media Marketing and Viral Marketing
on Brand Loyalty and Purchase Intention Among Generation Z in the Digital Era: A Study on Users
of Daviena Products on TikTok Shop E-Commerce."This study aims to analyze the influence of Social
Media Marketing and Viral Marketing on Brand Loyalty and Purchase Intention among Generation Z
users of Daviena products on the TikTok Shop e-commerce platform. A quantitative research method
was employed, with data collected through questionnaires distributed to 150 Generation Z respondents
in Pasuruan Regency. Data analysis was conducted using the Structural Equation Modeling (SEM)
approach based on Partial Least Squares (PLS).The findings reveal that Social Media Marketing has a
significant positive effect on both Brand Loyalty and Purchase Intention. In contrast, Viral Marketing
does not exhibit a significant influence on either Brand Loyalty or Purchase Intention. Additionally,
Brand Loyalty is not found to have a significant impact on Purchase Intention. The R-Square values are
11.7% for Brand Loyalty and 4.8% for Purchase Intention, indicating that a considerable portion of
variance is explained by variables outside the scope of this study.These findings imply that business
practitioners, particularly local brands in the digital era, should optimize their marketing strategies
through TikTok to foster customer loyalty and enhance the purchase intention of young consumers.
The study also recommends further evaluation of viral marketing strategies and emphasizes the
importance of considering other influential factors that drive Gen Z’s purchasing decisions on digital
platform