Social Media Marketing, Online Reviews, and Sushi’s Purchase Intention: Trust as Mediator

Margaretha Katlisa Anjani Putri and Miharni Tjkrosaputro ()
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Margaretha Katlisa Anjani Putri: Universitas Tarumanagara, Faculty of Economics and Business
Miharni Tjkrosaputro: Universitas Tarumanagara, Faculty of Economics and Business

A chapter in Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024), 2025, pp 311-320 from Springer

Abstract: Abstract This study examines the impact of social media marketing and online reviews on purchase intention in sushi restaurants, with customer trust as a mediator. Social media marketing captures consumer attention, while online reviews shape perceptions and decisions. Using a quantitative approach, data from 257 respondents were analyzed with PLS-SEM. Results show that social media marketing and customer trust positively influence purchase intention, while online reviews affect it both directly and through trust. These findings highlight the need for effective digital marketing, proactive review management, and trust-building strategies to enhance consumer engagement and drive sales in the competitive restaurant industry.

Keywords: Sushi Restaurant; Social Media Marketing; Online Reviews; Trust; Purchase Intention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-809-7_25

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DOI: 10.2991/978-94-6463-809-7_25

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