The Effect of Content Marketing on Intention in Purchasing Fast Food: Mediated by Hygiene and Moderated by Health Risk Perceptions: Covid-19
DOI:
https://doi.org/10.47814/ijssrr.v5i3.170Schlagwörter:
Cotent Marketing, Purchasing Fast Food, Health Risk Perception, Covid-19Abstract
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.
Downloads
Veröffentlicht
Ausgabe
Rubrik
Lizenz
Authors retain copyright of their published work and grant the International Journal of Social Science Research and Review (IJSSRR) the right of first publication.
Articles published in IJSSRR are distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, distribution, and reproduction in any medium, provided that the original work is properly cited.
Authors are permitted to share, archive, and distribute the published version of their work, provided that proper acknowledgement of the original publication in IJSSRR is given.
