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All Journal PROFIT : Jurnal Administrasi Bisnis
Elita Dewi, Heptari
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Economics, Econometrics & Finance

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Does Digital Content Marketing and Destination Branding Improve Visit Intention Lailatus Sa'adah, Siti; Maulidah, Silvana; Elita Dewi, Heptari; Asmara, Rosihan
Profit: Jurnal Adminsitrasi Bisnis Vol. 19 No. 2 (2025): Profit: Jurnal Administrasi Bisnis
Publisher : FIA UB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.profit.2025.019.02.6

Abstract

The lack of a social media marketing strategy was challenging for the destination. Café Sawah, as an agrotourism destination, lacks in managing social media, thus hampering the optimization of digital marketing. In response, the destination must improve its intention to visit. This research analyzes the influence of digital content marketing and destination branding on visit intention through electronic word of mouth. This research was designed as quantitative research using the SEM PLS method with a sample of 130 people.  The sampling technique uses purposive sampling. The data in this research was obtained through a survey using a questionnaire. The results show that digital content marketing has a significant effect influence on visit intention. Likewise, destination branding does not have a substantial impact on visit intention. Furthermore, digital content marketing does not significantly affect visit intention through EWOM mediation. Meanwhile, destination branding significantly affects visit intention through EWOM mediation. Then, in the mediation test, Electronic Word of Mouth (EWOM) as a mediator between digital content marketing and visit intention could not mediate.
The Triad of Influence: How Price, Payment, and Trust Shape Online Purchase Behavior Adzirah Muzaffirah; Wahib Muhaimmin, Abdul; Hidayat, Kliwon; Elita Dewi, Heptari; Zulbetti, Rita; Daffa Dezar, Muhammad
Profit: Jurnal Adminsitrasi Bisnis Vol. 19 No. 2 (2025): Profit: Jurnal Administrasi Bisnis
Publisher : FIA UB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.profit.2025.019.03

Abstract

Despite the growing popularity of online grocery shopping, consumers remain hesitant to purchase fresh produce online. All things that lead to practicality are straightforward to find in every business nowadays, even agricultural companies, as well as payment methods that have begun to switch to digital. This study investigates the factors influencing their purchasing decisions on the K platform. This research took place from January to March 2024. The respondents in this study amounted to 88 in The Greater Jakarta area. Data were obtained and analyzed using Structural Equation Models-Partial Least Square (SEM-PLS). Unlike prior research, we examine the moderating role of consumer trust on the relationship between price and purchasing decisions. Our findings reveal that price and payment methods significantly affect consumer purchasing decisions. However, consumer trust can mitigate the negative impact of price increases on sales. By understanding these dynamics, businesses can develop more effective strategies to attract and retain online customers in the competitive market for fresh produce.
Co-Authors Adzirah Muzaffirah Daffa Dezar, Muhammad Kliwon Hidayat Lailatus Sa'adah, Siti Rita Zulbetti Rosihan Asmara Silvana Maulidah Wahib Muhaimmin, Abdul