THE DIGITAL CULINARY CHAIN: BRAND AWARENESS’S CONTRIBUTORY ROLE FOR CONTENT MARKETING’S CONVERSION POWER

Authors

  • Jessenia Odelia Joesran Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Diva Cantika Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Felicia Hamdani Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Karenina Tunggala Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Erwin Erwin Digital Business Management Specialization, International Business Management, Sekolah Tinggi Ilmu Ekonomi Ciputra, Makassar, Indonesia, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i4.18672

Abstract

The rapid growth of the culinary industry increases competition, forcing businesses to follow new trends. Social media platforms have become an essential tool for creating marketing content that captures consumer attention and drives purchase intention. This research examines the effect of marketing content on purchase intention, with brand awareness as a mediating variable.  The data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS. The study collected data from 205 respondents through questionnaires using a five-point Likert scale. The results indicate that marketing content has a positive influence on purchase intention. Furthermore, brand awareness was found to mediate the relationship between marketing content and purchase intention, suggesting that marketing content indirectly impacts consumers’ purchase intentions. These findings highlight the importance for culinary business owners to develop and manage relevant and appealing content to increase purchase intention. Moreover, well-designed marketing content plays a crucial role in enhancing brand awareness, which ultimately leads to higher consumer purchase intention.

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Published

2025-12-30

How to Cite

Joesran, J. O., Cantika, D., Hamdani, F., Tunggala, K., & Erwin, E. (2025). THE DIGITAL CULINARY CHAIN: BRAND AWARENESS’S CONTRIBUTORY ROLE FOR CONTENT MARKETING’S CONVERSION POWER. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(4). https://doi.org/10.29040/ijebar.v9i4.18672

Issue

Vol. 9 No. 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025

Section

Articles

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