An Analysis of the Influence of Marketing Content Effectiveness and Customer Reviews on Purchase Intention at D'zuka Restaurant
Downloads
In the modern era, the number of social media users continues to increase. Along with technological advancements, consumers no longer make purchasing decisions solely based on product attributes but also consider their digital experiences. Although marketing content and customer reviews are believed to play important roles in influencing purchasing decisions, the extent to which these factors directly affect purchase intention and how this relationship can be explained through the Elaboration Likelihood Model (ELM) theory require further investigation. This study aims to analyze the effects of marketing content effectiveness and customer reviews on purchase intention at D'zuka Restaurant, both partially and simultaneously, and to determine the magnitude of the influence of these variables on consumers’ purchase intentions. This study employed a quantitative research method by analyzing data obtained from questionnaire responses. The results showed that both independent variables had significant effects on purchase intention, with beta coefficients of 0.385 for marketing content effectiveness and 0.474 for customer reviews. Collectively, these two variables explained 61.3% of the variance in purchase intention (R² = 0.613). Both variables indicated information processing tendencies through the central and peripheral routes, with a stronger tendency toward the central route. These findings support the application of the Elaboration Likelihood Model theory in the context of social media and online review-based food marketing, demonstrating that both marketing content effectiveness and customer reviews significantly influence purchase intention, with customer reviews having a slightly stronger effect.
Ardhana, V. Y. P., MAB, M. N. S., Kumoro, D. T., Hidayati, L., SKommT, Y. P. W. P., Mm, S. S., Liantoni, F., Mulyodiputro, M. D., Haryadi, D., & MSI, D. S. S. (2025). Strategi dan Teknologi Media Sosial. Mega Press Nusantara.
Ariseno, N. M., & Adiwijaya, K. (2024). Which Type of Social Media Content is Most Effective for Driving Engagement Outcomes? International Journal for Multidisciplinary Research, 6(6). https://doi.org/10.36948/ijfmr.2024.v06i06.31903
Ariska, S. (2023). Komunikasi Pemasaran Era Digital: Literature Review Terhadap Strategi Advertising Multikanal Mcdonald’s. Jurnal Ilmu Komunikasi UHO Jurnal Penelitian Kajian Ilmu Komunikasi Dan Informasi, 8(3), 427–443. https://doi.org/10.52423/jikuho.v8i2.72
Az-Zahra, P., & Sukmalengkawati, A. (2022). Pengaruh Digital Marketing Terhadap Minat Beli Konsumen. Jurnal Ilmiah Manajemen Ekonomi & Akuntansi (MEA), 6(3), 2008–2018. https://doi.org/10.31955/mea.v6i3.2573
Baskara, I. M. B., Widawati, I. a. P., & Damayanti, T. (2025). Peran Mediasi Trust pada Pengaruh Digital Green Marketing terhadap Loyalitas Pelanggan Restoran Lusi Pakan by The River dan Berbagi Kopi Hub di Denpasar. Al Qalam Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 19(2), 1024. https://doi.org/10.35931/aq.v19i2.4807
Dewi, W. W. A., Febriani, N., Destrity, N. A., Tamitiadini, D., Illahi, A. K., Syauki, W. R., Avicenna, F., Avina, D. A. A., & Prasetyo, B. D. (2022). Teori Perilaku konsumen. Universitas Brawijaya Press.
Fahmi, K. J., Maharani, S., Syarief, D. R., & Leonita, L. (2025). Analysis of the Influence of Electronic Word of Mouth on Brand Image and Purchase Intention in Local Skincare Brands. Institute of Electrical and Electronics Engineers Xplore, 1–6. https://doi.org/10.1109/iatmsi64286.2025.10985729
Fauzi, A., & Yunial, A. H. (2024). Analisis sentimen (Sentiment analysis): Evaluasi Sentimen Layanan Dataset Twitter US Airline. CV. Bintang Semesta Media.
Hidayat, A. A. (2021). Menyusun instrumen penelitian & uji Validitas-Reliabilitas. Health Books Publishing.
Indrawati, N., Yones, P. C. P., & Muthaiyah, S. (2022). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Jasmine, M., & Meena. (2025). Evaluating the effectiveness of digital content marketing on the online purchase intention of the customer. Journal of Scientific Research and Technology, 3(6). https://www.jsrtjournal.com/index.php/JSRT/article/view/225/268
Kumar, N. (2025a, May 8). Facebook Users Statistics (2025) — new worldwide data. DemandSage. https://www.demandsage.com/facebook-statistics/
Kumar, N. (2025b, July 16). How many people use Instagram in 2025 (Users Statistics). DemandSage. https://www.demandsage.com/instagram-statistics/
Larasati, N., & Purmono, B. B. (2023). The Influence of Content Marketing, Online Customer Reviews, and Ratings on Purchase Intention through Brand Image as a Mediating Variable. JEMBA Journal of Economics Management Business and Accounting, 1(3), 1–24. https://doi.org/10.54783/jemba.v1i3.15
Leong, C., Loi, A. M., & Woon, S. (2021). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145–157. https://doi.org/10.1057/s41270-021-00132-9
Ningsih, S., & Hidajat, K. (2024). The Influence Of Content Creators And Customer Reviews On Consumer Buying Interest In Tiktok Social Media. Jurnal Ilmiah Ekonomi Dan Bisnis.
Pahmi, S. M. (2024). Kualitas Produk Dan Harga Mempengaruhi Minat Beli Masyarakat. Nas Media Pustaka.
Rahman, A., Sari, N. M. W., Fitriani, Sugiarto, M., Sattar, Abidin, Z., Irwanto, Ladjin, N., Amane, A. P. O., Ahmadin, Alaslan, A., Nugroho, A. P., Indriana, & Haryanto, E. (2022). Metode Penelitian Ilmu Sosial. Penerbit Widina.
Ramli, Amir, A. S., Malik, D., Firmansyah, Pertiwi, H., Basri, Indra, Purnomo, K. D. M., Subekti, W., & Rusman, I. (2024). Digital Marketing Content. Cendikia Mulia Mandiri.
Copyright (c) 2026 Caroline Winona, Murhadi Murhadi, Dewi Ayu Kusumaningrum
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
