<![CDATA[Background: The rapid expansion of digital communication has encouraged culinary micro, small, and medium enterprises (MSMEs) to increasingly rely on buzzer-generated promotional content to attract consumers and strengthen their market presence. Although previous studies have acknowledged the importance of digital content in shaping consumer behavior, limited attention has been given to how the quality and credibility of buzzer-generated content jointly influence purchase decisions through the development of brand trust, particularly in the culinary MSME sector. Methods: This study employed a quantitative research approach to examine the relationships among buzzer content quality, content credibility, brand trust, and purchase decisions. Data were collected from 98 consumers of culinary MSMEs in South Jakarta using a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to evaluate both the measurement and structural models. Results: The findings indicate that both buzzer content quality and content credibility have positive and significant effects on brand trust and consumers' purchase decisions. Brand trust demonstrated the strongest direct effect on purchase decisions and partially mediated the relationships between buzzer content quality, content credibility, and purchase decisions. Furthermore, the structural model exhibited satisfactory explanatory power, confirming that the proposed framework effectively explains consumer purchasing behavior in the culinary MSME context. Conclusion: This study extends the application of Information Quality Theory to buzzer marketing by demonstrating that content quality and credibility work together to strengthen brand trust and ultimately enhance consumers' purchase decisions. The findings suggest that culinary MSMEs should prioritize the development of trustworthy, informative, and high-quality buzzer-generated content to reinforce consumer confidence and improve the effectiveness of their digital marketing strategies.]]>
