The Mediation Role of Brand Image and Perceived Risk in the Relationship Between Social Media Marketing and Purchase Intention of Ready-To-Eat Product (Eatsambel)

Abstract

The development of social media as an increasingly massive promotional media today can encourage future consumer behavior to buy a product. This study aims to analyze the influence of SMM, brand image, and perceived risk on consumer purchase intention of ready-to-eat products, Eatsambel. The data collection process was carried out by distributing questionnaires using a 5-point Likert scale to Eatsambel consumers in Indonesia. This study uses SEM-PLS to test the causal relationship between variables. The results showed that SMM had a significant effect on purchase intention, brand image, and perceived risk. SMM and brand image had a significant effect on purchase intention and brand image also successfully mediated the relationship between SMM and purchase intention. While, perceived risk has no effect on purchase intention and also does not mediate the relationship between SMM and purchase intention.