ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulKepuasan: Sebagai Mediasi Content Marketing, WOM, Dan Persepsi Harga Terhadap Kepercayaan |
| Nama: DIAN RAHMAWATI |
| Tahun: 2025 |
| Abstrak Purpose: This study analyzes the influence of content marketing, word of mouth, and price perception on consumer trust through customer satisfaction as a mediating variable, with a case study on UMKM Ummi Home Baked Palu. Methodology/Approach: This quantitative research employed questionnaires distributed via Google Forms to 100 respondents using purposive sampling, focusing on customers who had made at least one purchase. A five-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree) was used. Data were analyzed with Structural Equation Modeling (SEM) using SmartPLS software. Conclusions: Results show that content marketing, word of mouth, and price perception positively and significantly affect customer satisfaction and trust. Moreover, customer satisfaction plays a significant mediating role in strengthening the relationship between these independent variables and consumer trust. The findings emphasize the importance of applying digital marketing strategies to improve satisfaction and foster stronger trust in MSMEs. Limitations: This study only examined one MSME, Ummi Home Baked Palu, in the culinary sector. Hence, results cannot be generalized to other MSMEs, as customer characteristics may differ. Contribution: The study contributes to academic development in management and business while offering practical implications for MSMEs in designing effective marketing strategies to enhance customer satisfaction and trust. |