The Influence of Social Media Marketing and Product Attribute on Purchase Intention through Brand Trust and e-Wom Moderated by Gender on Batik Bono House Batik Andalan Riau

Abstract

In this article, we study the relationship between social-media marketing and product attributes on purchase intention through bran trust and Electronic Word of Mouth (e-WOM) on Batik Bono in Riau. The questionnaire design used a five-point Likert scale. A total of 359 respondents were taken from the number of followers of Rumah Batik Andalan's Facebook and Instagram accounts during the last 3 months of May-July 2024 using a purposive sampling technique. Structural Equation Modeling (SEM) analysis using SPSS AMOS 26 software shows that social media through e-WOM, and customer trust, have a positive effect on purchase intention, which leads to an increase in purchase intention. The model shows an R-squared of 0.950, indicating that social media explains about 95.0% of strengthening customer trust. In particular, social media through customer trust and e-Wom has been established as a strong factor in influencing purchase intention. This research reveals that maintaining the customer trust of Rumah Batik Andalan is also a form of preserving Riau culture.