Open AccessThe Effect of Content Marketing on Intention in Purchasing Fast Food: Mediated by Hygiene and Moderated by Health Risk Perceptions: Covid-19
Author(s) -
Ali Wardana,
Sulhaini Sulhaini,
Baiq Handayani Rinuastuti
Publication year - 2022
Publication title -
international journal of social science research and review
Language(s) - English
Resource type - Journals
ISSN - 2700-2497
DOI - 10.47814/ijssrr.v5i3.170
Subject(s) - purchasing , hygiene , perception , affect (linguistics) , marketing , psychology , population , business , risk perception , sample (material) , variables , environmental health , medicine , chemistry , communication , pathology , chromatography , neuroscience , machine learning , computer science
This study aims to determine the effect of the Marketing Content variable on interest in buying fast food, mediated by hygiene and moderated by perceptions of health risks in the Covid-19 era. The type of research used is associative-causality research and the population in this study is all Mataram University students who use social media. The number of sample in this study is 100 respondents. The results show that the marketing content and hygiene affect purchase intention, marketing content affects hygiene. In Addition, this study also fund that hygiene is a mediating variable between marketing content variables on purchase intention, while health risk perception is not a moderating variable between marketing content variables on purchase intention ore hygien on purchase intention.