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Quantitative analysis reveals how customer engagement mediates the viral marketing impact on purchasing decisions in culinary MSMEs.
This study examines the effect of viral marketing on consumer purchasing decisions on culinary MSME products in the city of Mataram, with customer engagement as a mediating variable, using a quantitative approach. Data were collected from 134 respondents, and the research data were processed using the Partial Least Squares (PLS) method with the SmartPLS4 program. The results showed that viral marketing has a positive and significant effect on purchasing decisions, and customer engagement is proven to mediate the influence between the two variables. This research is expected to contribute to the marketing development of culinary MSMEs in Mataram city.
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Nurmayahdi et al. (2025) studied this question.
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