The Effect of Content Marketing on Intention in Purchasing Fast Food: Mediated by Hygiene and Moderated by Health Risk Perceptions: Covid-19

  • Ali Wardana Magister of Management, Faculty of Economics and Business, University of Mataram, Mataram, Indonesia
  • Sulhaini Sulhaini Management, Faculty of Economics and Business, University of Mataram, Mataram, Indonesia
  • Baiq Handayani Rinuastuti Management, Faculty of Economics and Business, University of Mataram, Mataram, Indonesia
DOI: https://doi.org/10.47814/ijssrr.v5i3.170
Keywords: Cotent Marketing, Purchasing Fast Food, Health Risk Perception, Covid-19

Abstract

This study aims to determine the effect of the Marketing Content variable on interest in buying fast food, mediated by hygiene and moderated by perceptions of health risks in the Covid-19 era. The type of research used  is associative-causality research and the population in this study is all Mataram University students who use social media. The number of sample in this study is 100 respondents. The results show that the marketing content and hygiene affect purchase intention, marketing content affects hygiene. In Addition, this study also fund that hygiene is a mediating variable between marketing content variables on purchase intention, while health risk perception is not a moderating variable between marketing content variables on purchase intention ore hygien on purchase intention.

Published
2022-03-01
How to Cite
Wardana, A., Sulhaini, S., & Rinuastuti, B. H. (2022). The Effect of Content Marketing on Intention in Purchasing Fast Food: Mediated by Hygiene and Moderated by Health Risk Perceptions: Covid-19. International Journal of Social Science Research and Review, 5(3), 175-187. https://doi.org/10.47814/ijssrr.v5i3.170
Issue
Vol 5 No 3 (2022): IJSSRR VOL 5 NO 3 2022 MARCH
Section
Main Articles

Copyright (c) 2022 Ali Wardana, Sulhaini Sulhaini, Baiq Handayani Rinuastuti

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