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All Journal EKONOMIS : Journal of Economics and Business
Marco, Alysia Callista
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Economics, Econometrics & Finance

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Pengaruh Social Media Marketing, Product Quality, Price, Brand Image, dan E-WOM Melalui Trust terhadap Willingness to Pay Makanan Impor Premium Kesumahati, Erilia; Marco, Alysia Callista; Yuwono, Wisnu
Ekonomis: Journal of Economics and Business Vol 10, No 1 (2026): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i1.2737

Abstract

This study aims to explore how social media marketing, product quality, price, brand image, and electronic word of mouth influence willingness to pay by involving 381 respondents in Batam City, analyzed using the PLS-SEM approach. The results of this study indicate that there is a positive and significant influence between the variables of social media marketing, product quality, price, brand image, and electronic word of mouth on willingness to pay for premium imported food products in Batam City.
Co-Authors Erilia Kesumahati Wisnu Yuwono