PENGARUH E-WOM, CONTENT MARKETING DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI WARUNG BEKICOT MAGETAN

This research aims to analyze the influence of e-wom, content marketing, and consumer
trust on purchasing decisions at Magetan snail stalls from an Islamic perspective. This
research is important because these three variables are considered to have an important role
in determining consumer behavior, especially in the local business context. E-wom is defined
as online consumer reviews and opinions that can influence purchasing decisions, while
content marketing is a strategy for creating and distributing interesting content to influence
purchasing decisions. Consumer trust is considered a critical element that influences
decisions based on product performance quality. This research uses a quantitative approach
with Likert scale measurements and analysis using SPSS. The research results show that e
wom, content marketing, and consumer trust positively and significantly influence purchasing
decisions at Magetan snail stalls. Apart from that, this research also emphasizes the
importance of applying honesty and not being manipulative in e-wom communication, in
accordance with the Islamic perspective. The results of this research can provide
recommendations for effective marketing strategies for local entrepreneurs to increase trust
and purchasing decisions.
Keywords:Electronic Word-of-Mouth (E-WOM), Content Marketing, Consumer Trust, Purchasing Decisions