Penelitian ini bertujuan untuk mengetahui pengaruh Content Marketing dan Viral Marketing terhadap Impulsive Buying dengan Brand Awareness sebagai variabel Intervening pada Produk Skintific di Aplikasi TikTok. Sampel dalam penelitian ini adalah generasi Z di Kabupaten Kuningan. Metode penelitian yang digunakan penulis dalam penelitian ini adalah kuantitatif dengan menggunakan kuesioner melalui google form. Jumlah keseluruhan sampel dalam penelitian ini sebanyak 170 responden. Teknik pengumpulan data yang digunakan oleh penulis dalam penelitian ini adalah kuesioner dan pengukurannya menggunakan skala interval, data yang didapat diolah dengan metode Structural Equation Modeling (SEM) dengan bantuan software AMOS versi 23. Hasil uji menunjukkan bahwa : (1) Content marketing secara langsung berpengaruh positif dan signifikan terhadap impulsive buying, (2) Viral marketing secara langsung berpengaruh positif dan signifikan terhadap impulsive buying, (3) Content marketing secara langsung berpengaruh positif dan signifikan terhadap brand awareness, (4) Viral marketing secara langsung tidak berpengaruh terhadap brand awareness, (5) Brand awareness secara langsung berpengaruh positif dan signifikan terhadap impulsive buying, (6) Brand awareness memediasi secara parsial pengaruh content marketing terhadap impulsive buying sebagai variabel intervening (7) Brand awareness tidak mampu memediasi pengaruh viral marketing terhadap implusive buying.
Kata Kunci : Content Marketing, Viral Marketing, Impulsive Buying, Brand Awareness

This study aimed to determine the influence of content marketing and viral marketing on impulsive buying with brand awareness as an intervening variable for Skintific products on the TikTok application. The sample of this study consisted of Generation Z in Kuningan Regency. The research method used was quantitative, utilizing questionnaires distributed through Google Forms. The total number of respondents in this study was 170. The data collection technique used was a questionnaire measured on an interval scale. The data obtained were analyzed using the Structural Equation Modeling (SEM) method with the help of AMOS version 23 software. The test results showed that: (1) Content marketing had a direct positive and significant effect on impulsive buying, (2) Viral marketing had a direct positive and significant effect on impulsive buying, (3) Content marketing had a direct positive and significant effect on brand awareness, (4) Viral marketing did not have a direct effect on brand awareness, (5) Brand awareness had a direct positive and significant effect on impulsive buying, (6) Brand awareness partially mediates the influence of content marketing on impulsive buying as an intervening variable, (7) Brand awareness did not mediate the effect of viral marketing on impulsive buying behavior.
Keywords: Content Marketing, Viral Marketing, Impulsive Buying, Brand Awareness