The Influence of Content Marketing and Word of Mouth on Purchase Intention at Beownice Buket Solo

  • An’nissa Ita Yulianti Duta Bangsa University
  • Esti Dwi Rahmawati Duta Bangsa University
  • R.Taufiq Nur Muftiyanto Duta Bangsa University

Abstrak

The advancement of the digital era has significantly transformed consumer behavior in purchasing decisions, including in the creative industry such as the gift bouquet business. This aims of this study for analyze the influence of content marketing and word of mouth on consumer purchase intention at Beownice Buket Solo. This study employed a quantitative approach using a survey method, with data collected through an online questionnaire distributed via Google Forms. The instrument was administered to 73 respondents who had prior experience purchasing Beownice Buket Solo's products. Data analysis in this study was conducted using the Structural Equation Modeling (SEM) approach based on the Partial Least Squares (PLS) method, utilizing SmartPLS version 4.1 software. The findings reveal that both content marketing and word of mouth have a positive and significant influence on purchase intention. These results emphasize the importance of content-based marketing strategies and the power of recommendations in shaping consumer intention, especially for seasonal creative products. The study is expected to provide practical implications for business actors and enrich academic discourse in digital marketing.

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Diterbitkan
2025-07-29