Pengaruh Konten Marketing dan Electronic Word of Mouth (E-WOM) Terhadap Minat Beli Kuliner Melalui Kepercayaan  Sebagai Variabel Intervening  (Studi Kasus Pada Followers Instagram @bangkafoodbang): Studi Kasus Pada Followers Instagram @bangkafoodbang

Nadia Puspita

doi:10.59889/embiss.v4i4.326

Authors

Nadia Puspita Universitas Bangka Belitung

DOI:

https://doi.org/10.59889/embiss.v4i4.326

Keywords:

Content Marketing, , Electronic Word of Mouth, , Purchase Intention, , Trust

Abstract

This study aims to analyze the effect of content marketing and electronic word of mouth (e-wom) on culinary purchase intention through trust as an intervening variable on @bangkafoodbang Instagram followers. The method used in this research is descriptive quantitative with data collection involving 100 respondents of @bangkafoodbang Instagram followers with purposive sampling through distributing questionnaires. This research uses Structural Equation Model-Partial Least Square (SEM-PLS) with SMARTPLS 3.2.9 software. The results showed that marketing content and electronic word of mouth have a positive and significant direct effect on trust. Content marketing and electronic word of mouth also have a direct positive and significant effect on purchase intention. In addition, the indirect test results show that content marketing and electronic word of mouth have a positive and significant effect on purchase intention when mediated by trust.

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