PENGARUH CONTENT MARKETING, ELECTRONIC WORD OF MOUTH, DAN BRAND TRUST TERHADAP REPURCHASE INTENTION
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i10.p04Keywords:
brand trust; content marketing; electronic word of mouth; repurchase intentionAbstract
The culinary industry in Indonesia is growing rapidly along with changes in people's lifestyles. Fulltasty, an MSME operating in the F&B sector, experienced sales fluctuations from 2022 to 2024, due to consumer repurchase intentions. This study aims to examine the influence of content marketing, electronic word of mouth, and brand trust on repurchase intention. A sample of 100 Fulltasty consumers in Badung Regency was selected using a non-probability method with a purposive sampling technique. Data were collected through a questionnaire and analyzed using multiple linear regression. The results show that content marketing, electronic word of mouth, and brand trust have a positive and significant effect on repurchase intention. This research strengthens the theory of planned behavior and provides practical implications for Fulltasty in increasing consumer repurchase intention.
Keywords: content marketing, electronic word of mouth, brand trust, repurchase Intention
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