PENGARUH ELECTRONIC WORD OF MOUTH MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI TERHADAP MINAT BELI SEPATU MEREK AEROSTREET (Studi pada Gen Z di kota Malang)

This study aims to find out and analyze the influence of electronic word of mouth through brand awareness as a mediating variable on buying interest in the Aerostreet shoe brand in Gen Z in Malang City. The population in this study is Aerostreet consumers in Malang City who have bought and used Aerostreet shoe products. A total of 100 respondents were selected as a sample using the convenience sampling method. Data analysis was carried out using Smart PLS 4. The results of the study show that the electronic word of mouth has a positive and significant effect on the interest in buying Aerostreet shoes. In addition, electronic word of mouth also has a positive and significant effect on brand awareness. Brand awareness has a positive and significant effect on the interest in buying Aerostreet shoes. Brand awareness is able to mediate electronic word of mouth to the interest in buying Aerostreet shoes.