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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Accounting Profession Journal (APAJI)
Mohamad Maruf Hasrul
Unknown Affiliation
Economics, Econometrics & Finance

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THE IMPACT OF DIGITAL MARKETING STRATEGIES AND SOCIAL INFLUENCE IN THE CULINARY INDUSTRY: EVIDENCE FROM RICE BOWL CONSUMERS IN MAKASSAR Hanisa Arcan Samawati; Mohamad Maruf Hasrul; Edric Aurelio Tan; Jennifer Diaz Almer Lisarib; Levina Chandra; Syam, Asriah
Accounting Profession Journal (APAJI) Vol. 8 No. 1 (2026): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

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Abstract

This study examines the effects of Social Media Marketing Content and Peer Influence on the purchase intention of rice bowl consumers in Makassar, with Attitude toward Advertising as a mediating variable. Using a quantitative approach, data were collected from 150 Gen Z respondents through questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The study aims to explain how visually engaging content and social interaction influence consumer attitudes and purchasing decisions in a highly competitive culinary market. The findings provide practical insights for MSMEs in designing socially responsive digital marketing strategies.
Co-Authors Edric Aurelio Tan Hanisa Arcan Samawati Jennifer Diaz Almer Lisarib Levina Chandra Syam, Asriah