<![CDATA[The development of social media has encouraged culinary entrepreneurs to utilize digital marketing communication as a primary promotional tool. Although Home Bakery Dcakelicious Denpasar has actively utilized social media, its sales have consistently declined from 2020 to 2024, indicating an issue with consumer purchase intention. This study aims to explain the influence of social media marketing communication, brand image, and e-WOM on purchase intention at Home Bakery Dcakelicious Denpasar. This research is based on Lasswell's Communication Model, Signaling Theory and Theory of Reasoned Action (TRA). Data were collected through questionnaires from 150 respondents using a purposive sampling method and analyzed using multiple linear regression. The results show that social media marketing communication has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention, and e-WOM has a positive and significant effect on purchase intention at Home Bakery Dcakelicious Denpasar, with brand image being the most dominant variable. Simultaneously, all three variables have a significant effect on purchase intention and are able to explain 62.7 percent of its variation.]]>
Copyrights © 2026
