Antecedents of Purchase Intention on Culinary Products of MSMEs in Yogyakarta City
DOI:
https://doi.org/10.59247/bim.v2i2.285Keywords:
Electronic Word of Mouth, Brand Trust, Purchase Intention, MSME, Culinary, MarketingAbstract
This study aims to identify factors that influence consumer purchase intention towards culinary products of MSMEs in Yogyakarta City, focusing on the role of electronic word of mouth (E-wom) and brand trust as the main antecedents. Culinary products of MSMEs in Yogyakarta have their own appeal among tourists and local people, but tight competition requires effective marketing strategies to attract purchasing interest. The data in this study were obtained through a survey of 137 consumers who had purchased or were interested in culinary products of MSMEs. The results of the analysis show that E-wom has a significant positive effect on brand trust, which then has an impact on increasing consumer purchase intention. In addition, brand trust is also proven to be an important mediator between E-wom and purchase intention, indicating that positive perceptions of a brand increase consumers' tendency to purchase the product. Based on these findings, it is recommended that culinary MSMEs in Yogyakarta make more use of E-wom and build strong brand trust to increase product appeal in the market.
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