The Influence of Content Marketing, Word of Mouth, and Consumer Trust on Purchase Interest: A Study of Warung Sate Bu Jumangin
DOI:
https://doi.org/10.29407/e3yeak15Abstract
Research Aim: This study aims to analyze the partial and simultaneous effects of Content Marketing, Word of Mouth, and Consumer Trust on Consumer Purchasing Interest in Warung Sate Bu Jumangin.
Design/Methode/Approach: This study used a quantitative approach, surveying 100 consumers of Warung Sate Bu Jumangin. The research data were collected using a Likert scale questionnaire and analyzed using multiple linear regression.
Research Finding: The results show that content marketing and word of mouth partially have a significant positive effect on purchase intention, but consumer trust partially has no significant effect on purchase intention. Simultaneously, these three variables have a significant effect on consumer purchase intention.
Theoretical Contribution/Orginality: This study contributes to the marketing literature by providing empirical evidence on the role of digital content marketing and word of mouth in influencing purchase interest within traditional culinary MSMEs.
Practitionel/Policy Implication: The findings suggest that improving content quality, encouraging positive word of mouth, and maintaining consistent product and service quality are essential strategies to increase consumer purchase interest.
Research Limitation: This study is specific to a case study (Warung Sate Bu Jumangin) and cross-sectional (one-time), therefore the generalization of its findings is limited. In addition, this study only tested three independent variables, such that the influence of consumer purchasing interest by other factors is not covered in this analysis.
Keywords: Content Marketing, Word of Mouth, Consumer Trust, Purchase Interest.
Keywords:
Content Marketing, Word of Mouth, Consumer Trust, Purchase InterestDownloads
References
[1] U. H. D. Yahya, “Industri Mamin Jadi Motor Utama Pertumbuhan Industri Pengolahann Nonmigas,” Warta Ekonomi.co.id. [Online]. Available: https://wartaekonomi.co.id/read584016/industri-mamin-jadi-motor-utama-pertumbuhan-industri-pengolahan-nonmigas
[2] I. Trilestari, R. Meilina, and S. W. S. Bhirawa, “Pengaruh Experiental Marketing Dan Store Atmosphere Terhadap Keputusan Pembelian Restoran Kali Uceng Kecamatan Kasembon,” Semin. Nas. Manajemen, Ekon. dan Akuntasi Fak. Ekon. dan Bisnis UNP Kediri, pp. 210–219, 2024, [Online]. Available: https://proceeding.unpkediri.ac.id/index.php/senmea/article/view/5688
[3] P. Kotler and K. L. Keller, Marketing Management 15 E, 15th ed. United States Of America: Pearson Education, 2016.
[4] P. Kotler, G. Armstrong, and S. Balasubramanian, Principles of Marketing 19th Ed. Global Ed. 2023.
[5] F. D. P. Muzakki and S. Andarini, “Pengaruh Influencer Marketing dan Content Marketing Terhadap Brand Awareness Produk Avoskin (Studi Pada Instagram @avoskinbeauty),” J. Adm. Bisnis, vol. 14, no. 1, pp. 70–75, 2024.
[6] A. Nurriqli, B. Efendi, I. Arief, H. Purnomo, and D. Rokhmawati, “Peran WOM Dan Persepsi Harga Dalam Keputusan Pembelian Produk Herbalife,” Manag. Stud. Entrep. J., vol. 5, no. 2, pp. 5754–5761, 2024.
[7] N. Puspita, “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),” J. Ekon. Manajemen, Bisnis Dan Sos., vol. 4, no. 4, pp. 393–402, 2024.
[8] W. P. W. Ningsi and S. Ekowati, “Pengaruh Promosi Di Media Sosial Dan Word of Mouth Terhadap Keputusan Pembelian Skincare MS Glow,” J. Manaj. Modal Insa. dan Bisnis, vol. 2, no. 1, pp. 50–57, 2021, doi: https://doi.org/10.61567/jmmib.v2i1.36.
[9] P. M. Sari, E. W. Prastyaningtyas, and R. Forijati, “Pengaruh Persepsi Konsumen, Strategi Promosi Dan Kualitas Produk Terhadap Kepercayaan Konsumen Pada Usaha Sparepart Dan Bengkel Eko Nganjuk Kec. Ngronggot,” Simp. Manaj. dan Bisnis IV, vol. 4, pp. 145–152, 2025.
[10] M. J. Arifin, “Strategi Islamic Branding Dalam Membangun Kepercayaan Konsumen,” J. Eksyar (Jurnal Ekon. Syariah), vol. 08, no. 01, pp. 67–83, 2021.
[11] A. R. Putri and A. Susanti, “Pengaruh E-Commerce, Sosial Media, Dan Kepercayaan Konsumen Terhadap Minat Beli Pada Aplikasi Belanja Shopee,” J. Ris. Manaj. Sains Indones., vol. 13, no. 2, pp. 20–33, 2022, doi: http://doi.org/10.21009/JRMSI.
[12] K. Kasinem, “Pengaruh Kepercayaan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Hotel Bukit Serelo Lahat,” J. Media Wahana Ekon., vol. 17, no. 4, pp. 329–339, 2020.
[13] N. A. A. Dina, S. Ratnanto, and H. Purnomo, “Analisis Kepuasan Anggota Koperasi Simpan Pinjam Arto Makmur Jaya Ditinjau Dari Kualitas Layanan, Kepercayaan Dan Citra Institusi,” Semin. Nas. Manajemen, Ekon. dan Akunt., vol. 6, no. 1, pp. 416–427, 2021.
[14] A. Rachman, E. Yochanan, A. I. Samanlangi, and H. Purnomo, Metode Penelitian Kuantitatif, Kualitatif Dan R & D. Karawang: CV Saba Jaya Publisher, 2024.
[15] S. Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta, 2023.
[16] G. P. Wjaya and H. Yulita, “Pengaruh Konten Marketing, E-WoM, dan Citra Merek di Media Sosial Tiktok terhadap Minat Beli Kosmetik Mother of Pearl,” J. Bus. Appl. Manag., vol. 15, no. 2, p. 133, 2022, doi: 10.30813/jbam.v15i2.3772.
[17] N. D. Septian and F. Nurtjahjani, “Pengaruh Influncer Content Marketing Terhadap Minat Beli Produk Inspired di Kota Malang,” J. Ilm. Ekon. Dan Manaj., vol. 3, no. 5, pp. 1–08, 2025.
[18] V. Hochreiter, C. Benedetto, and M. Loesch, “The Stimulus-Organism-Response (S-O-R) Paradigm as a Guiding Principle in Environmental Psychology: Comparison of its Usage in Consumer Behavior and Organizational Culture and Leadership Theory,” J. Entrep. Bus. Dev., vol. 3, no. 1, pp. 7–16, 2023, doi: https://doi.org/10.18775/jebd.31.5001.
[19] S. Suharyati, E. Sustiyatik, D. Ruhamak, U. Susilo, and W. D. Gustiawan, “Pengaruh Harga, Persepsi Risiko Dan Kepercayaan Terhadap Minat Beli Pada Ud. Tri Jaya Rizki Abadi Di Kabupaten Kediri,” J. Ris. Bisnis dan Ekon., vol. 2, no. 1, pp. 181–191, 2021, [Online]. Available: http://ojs.unik-kediri.ac.id/index.php/risk/article/view/1809
[20] S. Chairunnisa, A. Juanna, and Y. L. Ismail, “Pengaruh Kepercayaan Dan Harga Terhadap Minat Beli Fashion Secara Online (Studi Kasus Pada Mahasiswa Jurusan Manajemen Fakultas ekonomi Universitas Negeri Gorontalo),” J. Ilm. Manaj. Dan Bisnis, vol. 5, no. 2, pp. 825–833, 2022, doi: https://doi.org/10.37479/jimb.v5i2.16578.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Diana Aprilia, Forijati Forijati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
