NAT Brand Awareness as a Mediator Between Viral Marketing and Customer Satisfaction in Skincare Products Among Gen Z

Abstract

Purpose: This study aims to examine the role of brand awareness in mediating the influence of viral marketing on customer satisfaction for skincare products among Generation Z in Jember. In today's digital era, viral marketing strategies are widely adopted, but their long term effectiveness depends on consumers' trust and awareness toward the brand.

Research Methodology: This research employed a quantitative approach using a survey method. Data were collected through an online questionnaire from 100 Gen Z respondents selected using purposive sampling. The criteria included being skincare users, active on social media, and having been exposed to viral skincare content. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS SEM) with SmartPLS software.

Results: The results reveal that viral marketing has a significant positive effect on both brand awareness and customer satisfaction. Furthermore, brand awareness significantly affects customer satisfaction and mediates the relationship between viral marketing and satisfaction.

Limitations: This study is limited to a specific geographic area (Jember) and only focuses on Gen Z. The use of cross sectional data limits the ability to observe changes over time.

Contribution: The study contributes to marketing communication literature by providing insights into how brand awareness functions as a trust signal that connects viral exposure to lasting satisfaction. These findings are relevant for marketers in the beauty and skincare industry, especially those targeting digital native consumers.