Analyzing the impact of viral marketing and brand awareness on crocs’ purchase intentions among millennials and gen z
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Published:
May 30, 2025
Keywords:
Brand awareness, Purchase intention, Generation Z, Millennials, Consumer behavior
Section
Economy
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Abstract
This study aims to determine how Crocs' viral marketing strategy influences consumer behavior among Millennials and Gen Z. This study explores how Crocs' viral marketing and brand awareness influence purchase intention among Millennials and Gen Z. With the highest penetration rate in 2023, Jakarta, Bogor, Depok, Tangerang, and Bekasi were selected as the research locations. To collect data, the author conducted an anonymous survey via Google Forms, using the Likert Scale for measurement. A total of 197 respondents participated in the survey. The data were analyzed using multiple linear regression with IBM SPSS 26 and SmartPLS 4.0 software. Although the findings revealed overlapping variations that led to the merging of independent variables into one construct for hypothesis testing, the results showed that viral marketing and brand awareness had a positive impact on Crocs' purchase intention in the Jabodetabek area. This suggests that Crocs' digital marketing efforts have successfully engaged Millennials and Gen Z, encouraging them to consider purchasing Crocs products. The positive impact of this marketing strategy highlights how targeting specific consumer segments through a tailored approach can be effective. The results underscore the importance of understanding and leveraging digital marketing to connect with younger consumers. For businesses looking to engage Millennials and Gen Z, investing in viral marketing and building strong brand awareness is critical. This study provides valuable insights for businesses and researchers, demonstrating the effectiveness of digital marketing in influencing purchase intent among younger consumers. By focusing on digital and viral marketing strategies, companies can better connect with this influential consumer group and drive future growth
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How to Cite
Zakiyyah, N. H. . and Prayitno, S. B. . (2025) “Analyzing the impact of viral marketing and brand awareness on crocs’ purchase intentions among millennials and gen z”, Jurnal Mantik, 9(1), pp. 201-211. doi: 10.35335/mantik.v8i5.6325.
References
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Nabivi, E. (2025). The Role of Social Media in Green Marketing: How Eco-Friendly Content Influences Brand Attitude and Consumer Engagement. Sustainability, 17(5), 1965. https://doi.org/10.3390/su17051965
Pane, H. P., Napitupulu, I., Luthfi, S., & Situmorang, S. H. (2024). Evaluating the Influence of Viral Marketing and Brand Awareness on Purchase Decisions a Study Tiktok Shop. Formosa Journal of Science and Technology, 3(11), 2527–2538. https://doi.org/10.55927/fjst.v3i11.12404
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Ramadhan, K., & Wiraguna, R. T. (2024). The Effect of Viral Marketing on Brand Awareness through Purchase Decision: Studies Coffee in Malang City. KnE Social Sciences. https://doi.org/10.18502/kss.v9i21.16668
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Surya Nugraha, N. A., Udayana Putra, I. B., Faculty of Economics and Business, Universitas Warmadewa, Amerta, I. M. S., & Faculty of Economics and Business, Universitas Warmadewa. (2023). The Role of Brand Awareness in the Influence of Instagram Advertising and Viral Marketing on Culinary Purchase Decisions. INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND EDUCATION RESEARCH STUDIES, 03(02). https://doi.org/10.55677/ijssers/V03I2Y2023-08
Urdea, A.-M., & Constantin, C. P. (2021). Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges. Journal of Risk and Financial Management, 14(10), 502. https://doi.org/10.3390/jrfm14100502
Wandhe, Dr. P. (2024). The New Generation: Understanding Millennials and Gen Z. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4716585
Wibisana Sudarta, I. B., & Mahyuni, L. P. (2024). Viral Marketing: Utilizing Digital Content Digitization to Enhance Brand Awareness, Brand Trust, and Customer Loyalty in Coffee Shops. Eduvest - Journal of Universal Studies, 4(6), 4677–4688. https://doi.org/10.59188/eduvest.v4i6.1146
Yuriah, S., Ananti, Y., & Nurjayanti, D. (2024). Dynamics of the experience of sexual violence and its impact on girls in Ogan Komering Ulu Regency. International Journal of Health Sciences, 8(S1), 579–592. https://doi.org/10.53730/ijhs.v8nS1.14860
Zhang, X., & Guo, C. (2024). Influencing Factors and Formation Mechanism of Brand Preference in Community E-Commerce. Sustainability, 16(23), 10638. https://doi.org/10.3390/su162310638
Anindya, F., & Indriastuti, H. (2023). THE RISE OF VIRAL MARKETING AND BRAND AWARENESS INFLUENCE PURCHASE DECISIONS OF SOMETHINC PRODUCTS. International Journal, 7(1).
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
Awad, A., & Moustafa Aldabousi, A. (2024). Analyzing the impact of viral marketing on brand equity dimensions in Egypt’s home appliances sector: A customer and legal perspective. Innovative Marketing, 20(4), 100–111. https://doi.org/10.21511/im.20(4).2024.09
Awaliyah, H. F., & Yuriah, S. (2024a). Family empowerment in support of pregnancy examination: Scoping review. International Journal of Health Sciences, 8(S1), 1543–1555. https://doi.org/10.53730/ijhs.v8nS1.15319
Broto, F. S. W. W., Karnalim, T., & Anastasia, M. (2024). The Influence of Viral Marketing and Brand Awareness on Consumer Purchase Intentions for Mixue Beverage Products in Malang. International Journal of Business and Applied Economics, 3(4), 749–766. https://doi.org/10.55927/ijbae.v3i4.10350
Citradewi, A., Komariah, K., & Saori, S. (2025). Analysis of Viral Marketing on Purchasing Decisions 0n Skincare Through Brand Image as an Intervening Variable. Dinasti International Journal of Economics, Finance & Accounting, 6(1), 80–88. https://doi.org/10.38035/dijefa.v6i1.3804
Fauzi, Z. (2024). Impact of Viral Marketing on Boosting Brand Awareness and Shaping Consumer Brand Preferences on Social Media. Journal of Applied Digital Business and Management, 1(1), 36–40. https://doi.org/10.71266/je4hcg96
Gong, X., Wang, C., Yan, Y., Liu, M., & Ali, R. (2020). What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge. Symmetry, 12(2), 198. https://doi.org/10.3390/sym12020198
Hakala, F. (2021). Marketing and Branding and their Effect on Sales and Consumer Buying Behavior.
IDN Research Institute. (2024). Indonesia Gen Z Report 2024: Understanding and uncovering the behavior, challenges, and opportunities. IDN Media.
Islam, M., & Sheikh, S. A. (2024). Are Social Media-Based Marketing Strategies the New Mechanisms for Attracting Consumers? A Quantitative Method-Based Approach. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 3571–3583. https://doi.org/10.3390/jtaer19040173
Karpenka, L., Rudien?, E., Morkunas, M., & Volkov, A. (2021). The Influence of a Brand’s Visual Content on Consumer Trust in Social Media Community Groups. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2424–2441. https://doi.org/10.3390/jtaer16060133
Lin, K., Du, W., Yang, S., Liu, C., & Na, S. (2023). The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement. Sustainability, 15(8), 6424. https://doi.org/10.3390/su15086424
Magisa, N. S., Iswanto, Ana Yuliana, & Sulasti. (2024). The Role of Viral Marketing in Mediating the Relationship between Brand Awareness and Product Quality on Purchase Decisions. Journal of Economic Education and Entrepreneurship Studies, 5(4), 555–567. https://doi.org/10.62794/je3s.v5i4.4450
Mukherjee, S., Das, M. K., & Chakraborty, T. K. (2023). Viral Marketing in Increasing Brand Awareness and Predicting Purchase Intention: Exploring Mediating Role of Brand Loyalty in FMCG Sector. Scholars Journal of Economics, Business and Management, 10(04), 61–77. https://doi.org/10.36347/sjebm.2023.v10i04.001
Mustikasari, A., & Widaningsih, S. (2019). The Influence of Viral Marketing toward Brand Awareness and Purchase Decision. Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018). Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018), Bandung, Indonesia. https://doi.org/10.2991/icebef-18.2019.138
Muthoharoh, B. L., Yuriah, S., Gustiani, R., Agustina, Y. R., Indrawati, I., & Mufdlilah, M. (2022). Efficacy of early initiation of breastfeeding (EIB) for preventing hypothermia in newborns. Journal of Health Technology Assessment in Midwifery, 5(2), 82–95. https://doi.org/10.31101/jhtam.2211
Nabivi, E. (2025). The Role of Social Media in Green Marketing: How Eco-Friendly Content Influences Brand Attitude and Consumer Engagement. Sustainability, 17(5), 1965. https://doi.org/10.3390/su17051965
Pane, H. P., Napitupulu, I., Luthfi, S., & Situmorang, S. H. (2024). Evaluating the Influence of Viral Marketing and Brand Awareness on Purchase Decisions a Study Tiktok Shop. Formosa Journal of Science and Technology, 3(11), 2527–2538. https://doi.org/10.55927/fjst.v3i11.12404
Puriwat, W., & Tripopsakul, S. (2021). The Role of Viral Marketing in Social Media on Brand Recognition and Preference. Emerging Science Journal, 5(6), 855–867. https://doi.org/10.28991/esj-2021-01315
Ramadhan, K., & Wiraguna, R. T. (2024). The Effect of Viral Marketing on Brand Awareness through Purchase Decision: Studies Coffee in Malang City. KnE Social Sciences. https://doi.org/10.18502/kss.v9i21.16668
Sesar, V., Martin?evi?, I., & Boguszewicz-Kreft, M. (2022). Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention. Journal of Risk and Financial Management, 15(7), 276. https://doi.org/10.3390/jrfm15070276
Statista Research Department. (2024). Indonesia: Footwear market revenue 2019-2028. Statista. https://www.statista.com/forecasts/1228884/indonesia-revenue-footwear- market#:~:text=The%20revenue%20in%20the%20footwear,a%20new%20 peak%20in%202028
Surya Nugraha, N. A., Udayana Putra, I. B., Faculty of Economics and Business, Universitas Warmadewa, Amerta, I. M. S., & Faculty of Economics and Business, Universitas Warmadewa. (2023). The Role of Brand Awareness in the Influence of Instagram Advertising and Viral Marketing on Culinary Purchase Decisions. INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND EDUCATION RESEARCH STUDIES, 03(02). https://doi.org/10.55677/ijssers/V03I2Y2023-08
Urdea, A.-M., & Constantin, C. P. (2021). Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges. Journal of Risk and Financial Management, 14(10), 502. https://doi.org/10.3390/jrfm14100502
Wandhe, Dr. P. (2024). The New Generation: Understanding Millennials and Gen Z. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4716585
Wibisana Sudarta, I. B., & Mahyuni, L. P. (2024). Viral Marketing: Utilizing Digital Content Digitization to Enhance Brand Awareness, Brand Trust, and Customer Loyalty in Coffee Shops. Eduvest - Journal of Universal Studies, 4(6), 4677–4688. https://doi.org/10.59188/eduvest.v4i6.1146
Yuriah, S., Ananti, Y., & Nurjayanti, D. (2024). Dynamics of the experience of sexual violence and its impact on girls in Ogan Komering Ulu Regency. International Journal of Health Sciences, 8(S1), 579–592. https://doi.org/10.53730/ijhs.v8nS1.14860
Zhang, X., & Guo, C. (2024). Influencing Factors and Formation Mechanism of Brand Preference in Community E-Commerce. Sustainability, 16(23), 10638. https://doi.org/10.3390/su162310638
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