PENGARUH PEMASARAN KONTEN (CONTENT MARKETING), HARGA, DAN KOMUNIKASI MULUT KE MULUT (ELECTRONIC WORD OF MOUTH) TERHADAP MINAT BELI PADA MEDIA SOSIAL INSTAGRAM CAFE DANDIA DI SUKABUMI, JAWA BARAT

The purpose of this study is to analyze the influence of content marketing, price, and electronic word of mouth (E-WOM) on purchase intention with Café Dandia as the object of study. This research uses a quantitative method. The population in this study consists of all potential consumers living in Sukabumi City and Regency, active Instagram users, who have never visited or consumed Café Dandia products before. The sample size taken is 190 people, with the sampling determination using non-probability sampling, specifically purposive sampling. The data used in this study is primary data, collected through questionnaire distribution. The measurement scale used is the Likert scale. The data analysis technique used in this study is quantitative data analysis using statistical methods. The statistical method used is Partial Least Square (PLS). The results of the study show that content marketing partially has a positive and significant effect on purchase intention, price partially has a positive and significant effect on purchase intention, and electronic word of mouth (E-WOM) partially has a positive and significant effect on purchase intention.

Keywords: Content Marketing; Price; Electronic Word of Mouth (E-WOM), Purchase Intention