The Influence of Content Marketing and Electronic Word of Mouth on Purchase Intention for Mykonos Local Perfume Products
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Muhammad Sharil Sydiq*
Daman Sudarman
As digital marketing evolves, consumer behavior regarding information gathering and purchasing has transformed, making it essential for firms to leverage content marketing and electronic word of mouth (e-WOM) to strengthen purchase intention. The present research examines the effects of content marketing and e-WOM on purchase intention for Mykonos local perfume offerings. A quantitative approach with a causal associative design guides this study. Questionnaires were given to 100 purposively selected respondents. Analytical procedures in IBM SPSS included validity and reliability testing, classical assumption evaluation, multiple regression, t tests, F tests, and coefficient of determination. The findings reveal that content marketing significantly and positively influences purchase intention (t = 8.807; p < 0.001). Electronic word of mouth also shows a significant positive effect (t = 9.488; p < 0.001) and, based on standardized regression coefficients (β = 0.570 versus β = 0.529), exerts a stronger impact than content marketing. Together, both variables significantly affect purchase intention (F = 90.959; p < 0.001), with an R² of 0.652, indicating that 65.2 percent of the variance in purchase intention is explained by these two factors. These results highlight that delivering quality content and fostering positive digital consumer reviews are key to increasing purchase intention for Mykonos local perfume products. For Mykonos specifically, this suggests that investment in curated brand storytelling alongside active cultivation of customer reviews and testimonials offers a more direct route to boosting purchase intention than either strategy pursued in isolation.
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