Pengaruh Konten Media Sosial, E-wom, Dan Product Quality Terhadap Minat Beli Konsumen Kantilan Food
The Influence of Social Media Content, E-wom, and Product Quality on Consumers Purchase Intention at Kantilan Food
https://doi.org/10.56072/jip.v14i1.1332
Keywords:
Social Media Content, Electronic Word of Mouth, Product Quality, Purchase Intention, Kantilan FoodAbstract
This study explores the impact of social media content, Electronic Word of Mouth (eWOM), and product quality on consumers’ purchase intention toward Kantilan food. A quantitative survey method was employed, involving 100 selected respondents via purposive sampling. Data analysis was conducted using SPSS 26, the research utilized various analytical technique such as data quality testing, classical assumption testing, and multiple linear regression analysis, followed by hypothesis testing through the t-test, f-test, and coefficient of determination. The findings indicate that, individually, social media content and product quality significantly influence purchase intention, with respective p-values of 0.003 and 0.000 both below the 0.05 significance threshold. However, eWOM does not significantly affect purchase intention (p = 0.124). Collectively, however, all three variables significantly influence purchase intention (p = 0.000).
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