PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP MINAT BELI KULINER MELALUI KEPERCAYAAN SEBAGAI VARIABEL INTERVENING PADA AKUN INSTAGRAM @CARUBANMANGAN

THE EFFECT OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH (e-WOM) ON INTEREST TO BUY CULINARY THROUGH TRUST AS INTERVENING VARIABLES ON INSTAGRAM @CARUBANMANGAN

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing dan electronic word of mouth terhadap minat beli kuliner melalui kepercayaan konsumen pada akun instagram @carubanmangan. Metode yang digunakan adalah kuantitatif pendekatan deskriptif. Sebanyak 100 responden diambil sebagai sampel menggunakan teknik non probability sampling dengan metode purposive sampling dari populasi seluruh pengikut akun instagram @carubanmangan. Pengolahan data dilakukan dengan teknik analisis PLS (Partial Least Square). Hasil penelitian menunjukkan social media marketing berpengaruh signifikan terhadap kepercayaan,  electronic word of mouth berpengaruh signifikan terhadap kepercayaan, social media marketing tidak berpengaruh signifikan terhadap minat beli,  electronic word of mouth berpengaruh signifikan terhadap minat beli, social media marketing berpengaruh signifikan terhadap minat beli melalui kepercayaan, dan electronic word of mouth berpengaruh signifikan terhadap minat beli melalui kepercayaan.

This study aims to determine the effect of social media marketing and electronic word of mouth on culinary buying interest through consumer trust in the @carubanmangan Instagram account. The method used is a quantitative descriptive approach. A total of 100 respondents were taken as a sample using a non-probability sampling technique with a purposive sampling method from the entire population of followers of the @carubanmangan Instagram account. Data processing is done by using PLS (Partial Least Square) analysis technique. The results show that social media marketing has a significant effect on trust, electronic word of mouth has a significant effect on trust, social media marketing has no significant effect on buying interest, electronic word of mouth has a significant effect on buying interest, social media marketing has a significant effect on buying interest through trust, and electronic word of mouth has a significant effect on buying interest through trust.