How Social Media Marketing Shapes Purchase Intention for Local Culinary Products: Evidence from Madiun's Pecel and Brem Sellers
DOI:
https://doi.org/10.59261/jequi.v8i4.428Keywords:
Social Media Marketing, Purchase Intention, Local Culinary Products, Digital Trust, Micro-EnterprisesAbstract
Background: Local culinary products such as pecel and brem from Madiun are cultural assets whose commercialization increasingly depends on digital exposure, yet little is known about how social media marketing shapes purchase-intention formation within this micro-enterprise setting.
Objective: This study explores the mechanisms through which social media marketing practices shape consumer purchase-intention formation toward Madiun's pecel and brem.
Methods: A qualitative multiple case study was conducted with thirty-two sellers and twenty-four consumers through in-depth interviews, participant observation, digital content archiving, focus group discussions, and documentation. Data were analyzed thematically and credibility was supported through source, method, and investigator triangulation.
Results: Seven content dimensions emerged, led by visual authenticity of the craft process, interactive responsiveness, and origin narrative. Exposure did not operate as a direct causal reported factor of intention; participants described perceived product authenticity, digital trust, and parasocial familiarity as interpretive mechanisms, while perceived spoilage and logistics riskss attenuated intention formation.
Conclusion: Sellers displaying unedited production routines and timely responses generated stronger reported intention signals than those relying primarily on polished promotional posts. The study proposes an Authenticity-Trust-Familiarity framework for local culinary micro-enterprises.
Downloads
References
Agustinah, F., Tampubolon, L. R. R. U., Budidharmanto, L. P., & Muhajir, A. (2025). Human resource capabilities as innovation strategy: Impact on business performance of batik SMEs in Indonesia. International Journal of Management and Sustainability, 14(4), 1248–1271. https://doi.org/10.18488/11.v14i4.4648
Ahmed, A., Rashid, S., Saad, N. M., Rana, M. W., Khoso, I. A., & Ahmed, Z. (2025). The tech advantage: Exploring technological determinants of social media marketing adoption in Pakistani small and medium startups. Journal of Innovation and Entrepreneurship, 14(1), 23. https://doi.org/10.1186/s13731-025-00470-3
Alaflak, A., Sharma, N., & Gawshinde, S. (2025). The impact of social media branding and AI on promoting green tourism in emerging economies like Egypt. Journal of Hospitality and Tourism Insights, 8(9), 3496–3511. https://doi.org/10.1108/JHTI-08-2024-0886
Al-Assaf, K. T., Foriki, M. S. M., Samarah, T., Hindieh, A., Mohammad, S. I. S., Vasudevan, A., Jiang, L., & Al Kurdi, B. (2025). Impact of digital marketing on promoting the local pharmaceutical products in Jordan. International Review of Management and Marketing, 15(1), 137–145. https://doi.org/10.32479/irmm.17707
Ali, S., Yawar, R. B., Ali, S., Saif, N., Goh, G. G. G., & Khan, F. (2025). From memes to motivation: Understanding how social media influencers drive youth consumption. Humanities and Social Sciences Communications, 12(1), 1907. https://doi.org/10.1057/s41599-025-06166-z
Alkhasoneh, O. M., Jamaludin, H., Zahari, A. R. B., & Al-Sharafi, M. A. (2025). Web-based social networks as an enabler for sustainable growth in small and medium-sized enterprises: A PLS-SEM approach. Discover Sustainability, 6(1), 323. https://doi.org/10.1007/s43621-025-01165-1
Amin, A. (2025). Artificial intelligence in social media: A catalyst for impulse buying behavior? Young Consumers, 26(5), 765-785. https://doi.org/10.1108/YC-10-2024-2297
Amin, M., Gohar, M., & Ali, I. (2025). Impact of digital transformation on SME’s marketing performance: Role of social media and market turbulence. Discover Sustainability, 6(1), 378. https://doi.org/10.1007/s43621-025-01228-3
Bahara, R., Nur Aidi, M., Syamsu, K., Sunarti, E., Jayanegara, A., & Tieman, M. (2025). Global research trends on halal food SMEs: A bibliometric analysis. Journal of Islamic Marketing, 16(9), 2641–2678. https://doi.org/10.1108/JIMA-08-2024-0349
Cai, J., Osman, S., Haron, S. A., & Teng, W. (2025). Storytelling, humour, and promotions: How social media marketing influences university students’ green purchase intention. Sustainable Futures, 10, 101001. https://doi.org/10.1016/j.sftr.2025.101001
Cayla, J., Bhatnagar, K., Nanarpuzha, R., & Dey, S. (2025). From social feeds to market fields: How influencer stories drive market innovation. International Journal of Research in Marketing, 42(4), 1246–1263. https://doi.org/10.1016/j.ijresmar.2025.03.001
Charton-Vachet, F., Louis, D., & Lombart, C. (2024). Terroir store brand authenticity. International Journal of Retail and Distribution Management, 52(7–8), 754–770. https://doi.org/10.1108/IJRDM-01-2024-0005
Chen, V. Y., & Lin, P. M. C. (2024). The power of nostalgic emotion: How Hong Kong traditional tong sui influences generation Z’s purchase intentions. British Food Journal, 126(8), 3197–3220. https://doi.org/10.1108/BFJ-01-2024-0006
Fathy, E. A., Fu, X., Abuelhassan, A. E., & Fouad, A. M. (2025). Capturing culinary creativity: How and when foodstagramming boosts chef creativity. Journal of Hospitality and Tourism Insights, 8(9), 3512–3533. https://doi.org/10.1108/JHTI-10-2024-1127
Fornazaric, M., & Gorenc, M. (2025). Impact of fashion influencers on Generation Z and millennials purchasing behaviour. Tekstilec, 68(3), 245–264. https://doi.org/10.14502/tekstilec.68.2025039
Gashi, A. (2025). Revolutionizing sports marketing through digital strategies. Interdisciplinary Journal of Research and Development, 12(3S1), 384–389. https://doi.org/10.56345/ijrdv12n3s153
Hafizni, R., Lita, R. P., & Yeni, Y. H. (2025). Social media marketing and business performance: Analyzing the TOE framework and relational capability. Journal of Applied Engineering and Technological Science, 7(1), 376–392. https://doi.org/10.37385/jaets.v7i1.7155
Huang, H., Yang, F. X., Lian, W., & Wu, S. (2025). Slow motion, fast impact: Enhancing food video marketing with cinematic techniques. International Journal of Contemporary Hospitality Management, 37(12), 3876–3896. https://doi.org/10.1108/IJCHM-01-2025-0129
Jurado-Gonzalez, P., Medina, F. X., Martinez-Garcia, A., & Bach-Faig, A. (2025). Co-designing Social Cognitive Theory-based guidelines for social media culinary interventions to enhance cooking self-efficacy and diet quality among Spanish college students. International Journal of Gastronomy and Food Science, 42, 101316. https://doi.org/10.1016/j.ijgfs.2025.101316
Kalogiannidis, S., Kagioglou, F., Kalfas, D., & Kagioglou, A. (2025). Business communication strategies as an internal locus of sustainability in SMEs: A case study of Greece. Discover Sustainability, 6(1), 91. https://doi.org/10.1007/s43621-025-00894-7
Kovacs, I., Lendvai, M. B., & Beke, J. (2022). The importance of food attributes and motivational factors for purchasing local food products: Segmentation of young local food consumers in Hungary. Sustainability, 14(6), 3224. https://doi.org/10.3390/su14063224
Larfi, A., Oz, S., Alboji, M., Gokcek, T., & Guzel, G. G. (2025). The influence of social commerce information sharing on purchase intention and perceived risk: The mediating role of customer relationship quality and the moderating role of online reviews in the Turkish market. International Journal of Data and Network Science, 9(1), 11–26. https://doi.org/10.5267/j.ijdns.2024.11.004
Luo, C., Hasan, N. A. M., Zamri bin Ahmad, A. M., & Lei, G. (2025). Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator. Scientific Reports, 15(1), 16605. https://doi.org/10.1038/s41598-025-94994-z
Mohanan, M., & Shekhar, S. K. (2025). Green tourism intentions driven by social media: The influence of electronic word-of-mouth and environmental awareness. Turyzm/Tourism, 35(2), 51–63. https://doi.org/10.18778/0867-5856.2025.17
Nandwani, R., Mahajan, A., Chan, V. W. K., Chui, K. T., Muley, A. S., & Lo, K. K. H. (2025). Social media usage and advertising food-related content: Influence on dietary choices of Gen Z. Nutrients, 17(24), 3930. https://doi.org/10.3390/nu17243930
Relawati, R., Ariadi, B. Y., & Trushkina, N. (2025). Digital marketing strategies for agriculture: Indonesia and Ukraine. BIO Web of Conferences, 201, 03003. https://doi.org/10.1051/bioconf/202520103003
Rosnerova, Z., Ponisciakova, O., Kicova, E., & Strenitzerova, M. (2025). The impact of the digital world on the buying behaviour of Generation Z. Administrative Sciences, 15(12), 459. https://doi.org/10.3390/admsci15120459
Sajjad, A., & Pasha, F. M. (2025). Beauty and the beast: An experimental study on the effect of Instagram food posts featuring a celebrity vs. Without a Celebrity on the Eating Intention of Healthy vs. Unhealthy Food. BMC Public Health, 25(1), 4116. https://doi.org/10.1186/s12889-025-25208-4
Sarac, H., Erdogmus, Z. I. E., & Dirsehan, T. (2025). Decoding credibility signals of social media marketing activities on airline customers: A fuzzy set qualitative comparative analysis. Journal of the Air Transport Research Society, 5, 100070. https://doi.org/10.1016/j.jatrs.2025.100070
Sgroi, F., Modica, F., Sciortino, C., & Fuste-Forne, F. (2023). Changing crops, changing diets: Consumers’ purchase intention of Sicilian tropical fruits. International Journal of Gastronomy and Food Science, 33, 100777. https://doi.org/10.1016/j.ijgfs.2023.100777
Sharma, R., Aggarwal, A., & Saxena, N. (2025). From endorsement to action: How influencer characteristics and perceived value drive purchase intentions for sustainable beauty product. SN Business and Economics, 5(12), 209. https://doi.org/10.1007/s43546-025-00983-9
Sohaib, M., Ali, M. A., & Ahmad-ur-Rehman, M. (2025). Social media marketing drives brand love and customer behavioral engagement: Gender as a moderator. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 344. https://doi.org/10.3390/jtaer20040344
Stone, M. J., & Zou, S. (2025). Consumption value in food tourism: The effects on purchase involvement and post-travel behaviours. Tourism Recreation Research, 50(2), 214–228. https://doi.org/10.1080/02508281.2023.2246737
Tao, H., Yang, D., Zhou, H., & Jian, Y. (2025). Travel experiences documented in online reviews influence travelers’ travel intentions. Scientific Reports, 15(1), 42106. https://doi.org/10.1038/s41598-025-25971-9
Taraku, A., & Taraku, E. (2025). The role of social media and digital marketing in consumer behavior. Interdisciplinary Journal of Research and Development, 12(3S1), 258–270. https://doi.org/10.56345/ijrdv12n3s136
Tian, Z., Abas, W. A. W., Ghazali, A. H. A., & Zhao, X. (2025). The impact of TikTok social media influencers on consumer behavior: A systematic literature review. Studies in Media and Communication, 13(4), 294–310. https://doi.org/10.11114/smc.v13i4.7808
Wang, Y., Guo, R., & Song, M. (2025). Direct selling or on-the-spot “cooking”? The impact of sales interaction on consumers’ purchase intentions for food souvenirs. Current Issues in Tourism. https://doi.org/10.1080/13683500.2025.2495102
Wei, Y. (2025). The impact of content marketing on consumer purchase intention on TikTok. Asia Pacific Journal of Marketing and Logistics, 37(11), 3273–3290. https://doi.org/10.1108/APJML-09-2024-1259
Wu, Y., & Yu, J. (2025). Exploring social influences and values in promoting sustainable food consumption using hybrid three stage methods. Scientific Reports, 15(1), 12067. https://doi.org/10.1038/s41598-025-89689-4
Yang, B., Zhang, Z., & Fan, X. (2025). The impact of chapter progress bars on purchase intention in video-based influencer marketing: Consumer impatience perspective. Service Science, 17(4), 168–189. https://doi.org/10.1287/serv.2024.0172
Yulianto, J. E., Swastika, G. L. D., & Kiling, I. Y. (2024). How inter-ethnic relations are reproduced through everyday social practices: A perspective from the Javanese nasi pecel vendors in Mataraman cities. Heliyon, 10(10), e30843. https://doi.org/10.1016/j.heliyon.2024.e30843
Zhang, Y., & Bryson, J. R. (2025). Spatial intermediation and regional economic relationships: Platform influencers as live-streaming intermediaries. Geoforum, 167, 104476. https://doi.org/10.1016/j.geoforum.2025.104476
Zhong, Z., Zhang, Y., Zhang, J., & Su, M. (2025). How information and communication technologies contribute to rural tourism resilience: Evidence from China. Electronic Commerce Research, 25(6), 4559–4594. https://doi.org/10.1007/s10660-024-09854-1
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Muhammad Taali, Fredy Susanto, Muhammad Supriyanto, Ikhsan Nendi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
