PENGARUH CONTENT MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION MELALUI CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING PADA PRODUK MAKANAN DAN MINUMAN DI MOJOKERTO (Studi Pada Followers Akun Instagram @kulineran.mjk)

Faradita, Renanda Auresty (2024) PENGARUH CONTENT MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION MELALUI CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING PADA PRODUK MAKANAN DAN MINUMAN DI MOJOKERTO (Studi Pada Followers Akun Instagram @kulineran.mjk). Undergraduate thesis, UPN "Veteran" Jatim.

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Abstract

influences his or her actions to make purchases in the future. This research aims to examine the influence of content marketing on online customer reviews towards purchase intention through customer trust among followers of the Instagram account @kulineran.mjk. This study adopts an associative quantitative research design utilizing the Partial Least Square analysis technique with smartPLS 4.0 software. The sample size comprises 160 respondents determined using the Slovin formula and non-probability sampling method, specifically purposive sampling. Data collection was conducted via questionnaires through direct messages. The findings indicate that content marketing significantly affects customer trust, online customer reviews significantly influence customer trust, customer trust significantly impacts purchase intention, content marketing significantly affects purchase intention, online customer reviews significantly affect purchase intention, content marketing significantly influences purchase intention through customer trust, and online customer reviews significantly impact purchase intention through customer trust. While prior research has identified the relationship between these factors, this study strengthens understanding by employing more sophisticated analytical methods and exploring deeper complexities within them. Thus, this research makes a significant contribution to enriching the literature on digital marketing and consumer behavior on social media platforms. Keywords: Content Marketing, Online Customer Review, Purchase Intention, Customer Trust

Item Type:

Thesis (Undergraduate)

Contributors: