Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)

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Social Media Marketing, Online Reviews, and Sushi’s Purchase Intention: Trust as Mediator

Authors
Margaretha Katlisa Anjani Putri1, Miharni Tjkrosaputro2, *
1Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, 11470, Indonesia
2Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, 11470, Indonesia
*Corresponding author. Email: miharnit@fe.untar.ac.id
Corresponding Author
Miharni Tjkrosaputro
Available Online 13 August 2025.
DOI
10.2991/978-94-6463-809-7_25How to use a DOI?
Keywords
Sushi Restaurant; Social Media Marketing; Online Reviews; Trust; Purchase Intention
Abstract

This study examines the impact of social media marketing and online reviews on purchase intention in sushi restaurants, with customer trust as a mediator. Social media marketing captures consumer attention, while online reviews shape perceptions and decisions. Using a quantitative approach, data from 257 respondents were analyzed with PLS-SEM. Results show that social media marketing and customer trust positively influence purchase intention, while online reviews affect it both directly and through trust. These findings highlight the need for effective digital marketing, proactive review management, and trust-building strategies to enhance consumer engagement and drive sales in the competitive restaurant industry.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
13 August 2025
ISBN
978-94-6463-809-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-809-7_25How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Margaretha Katlisa Anjani Putri
AU  - Miharni Tjkrosaputro
PY  - 2025
DA  - 2025/08/13
TI  - Social Media Marketing, Online Reviews, and Sushi’s Purchase Intention: Trust as Mediator
BT  - Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)
PB  - Atlantis Press
SP  - 311
EP  - 320
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-809-7_25
DO  - 10.2991/978-94-6463-809-7_25
ID  - Putri2025
ER  -