Pemasaran Media Sosial, Word of Mouth Elektronik, Dan Niat Beli: Peran Mediasi Kepercayaan Merek Dalam Ekonomi Kreatif Kuliner Indonesia
Year: 2026
Type: article
Study design: Observational Study
Abstract: Abstrak: Pertumbuhan ekonomi kreatif dan industri kuliner di Indonesia khususnya di Kota Malang sebagai kota kreatif UNESCO mendorong persaingan usaha kuliner yang semakin ketat dan mempercepat adopsi strategi pemasaran digital. Penelitian ini bertujuan untuk menguji pengaruh social media marketing (SMM) dan electronic word of mouth (e-WOM) terhadap purchase intention, dengan brand trust sebagai variabel mediasi, dalam konteks Depot Kayu Tangan Malang. Berlandaskan Theory of Planned Behavior (TPB), penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 150 responden yang berdomisili di Kota Malang dan pernah terpapar konten digital Depot Kayu Tangan. Data dianalisis menggunakan PLS-SEM melalui SmartPLS. Hasil penelitian menunjukkan bahwa social media marketing dan e-WOM masing-masing berpengaruh positif dan signifikan terhadap brand trust maupun purchase intention. Brand trust juga terbukti berpengaruh signifikan terhadap purchase intention. Namun demikian, brand trust tidak terbukti mampu memediasi pengaruh social media marketing maupun e-WOM terhadap purchase intention. Temuan ini mengindikasikan bahwa dalam konteks konsumen digital muda (usia 17 - 25 tahun), purchase intention terbentuk secara langsung melalui stimulus digital tanpa memerlukan brand trust sebagai perantara. Secara praktis, pelaku usaha kuliner perlu mengoptimalkan konten digital yang informatif dan interaktif guna mendorong minat beli konsumen secara langsung. Kata Kunci: pemasaran media sosial; word of mouth elektronik; kepercayaan merek; niat beli Abstract: The growth of the digital economy and culinary industry in Indonesia particularly in Malang City as a UNESCO Creative City has intensified competition among culinary businesses and prompted the use of digital marketing strategies. This study aims to examine the effect of social media marketing (SMM) and electronic word of mouth (e-WOM) on purchase intention, with brand trust as a mediating variable, in the context of Depot Kayu Tangan Malang. Drawing on the Theory of Planned Behavior (TPB), this research employed a quantitative approach with purposive sampling of 150 respondents from residents of Malang City who had been exposed to Depot Kayu Tangan's digital content. Data were analyzed using PLS-SEM via SmartPLS. The results demonstrate that social media marketing and e-WOM each have a significant positive effect on both brand trust and purchase intention. Brand trust also significantly influences purchase intention. However, brand trust was not proven to mediate the effects of social media marketing or e-WOM on purchase intention. These findings indicate that in the context of young digital consumers (aged 17 - 25), purchase intention is formed directly through digital stimuli without requiring brand trust as an intermediary. Practically, culinary businesses should optimize informative and interactive digital content to directly drive consumer purchase intention. Keywords: social media marketing; electronic word of mouth; brand trust; purchase intention
Authors: Sella Anisa, Nur Laili Fikriah
Institution: Universitas Islam Negeri Maulana Malik Ibrahim
Language: Indonesian
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7171997237