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

In: Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)

Author

Listed:
  • Margaretha Katlisa Anjani Putri

    (Universitas Tarumanagara, Faculty of Economics and Business)

  • Miharni Tjkrosaputro

    (Universitas Tarumanagara, Faculty of Economics and Business)

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.

Suggested Citation

  • Margaretha Katlisa Anjani Putri & Miharni Tjkrosaputro, 2025. "Social Media Marketing, Online Reviews, and Sushi’s Purchase Intention: Trust as Mediator," Advances in Economics, Business and Management Research, in: Keni Keni & Teoh Ai Ping & Linda Lin-Chin Lin (ed.), Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024), pages 311-320, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-809-7_25
    DOI: 10.2991/978-94-6463-809-7_25
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