<![CDATA[Culinary industry is experiencing a rapid progress especially with the support of technological advancement. Therefore, more culinary business people develop their enterprises through digital marketing. Baso Aci Akang, using Arief Muhammad as their influencer, uses viral marketing strategy to increase sales. The objective of this research is to identify the effect of personal branding and viral marketing on purchase intention. Using non-probability sampling method and purposive sampling technique, 165 people with the minimum age of seventeen years and follow the Instagram account of Arief Muhammad were selected as the samples. The data analysis was performed in SmartPLS 3.0. Based on the hypothesis testing, this study finds that personal branding using Arief Muhammad influences viral marketing, that viral marketing increases consumer’s purchase intention, that personal branding using Arief Muhammad affects purchase intention, and that viral marketing mediates the effect of personal branding using Arief Muhammad on consumers’ intention to purchase Baso Aci Akang.]]>
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