Effects of Social Media Marketing in Cloud Kitchen Towards Online Platform in Indonesia

Abstract

This research intends to assess the influence of electronic word-of-mouth and social media marketing activity (e-WOM) via brand knowledge on consumers' desire to purchase food and drinks at Cloud Kitchen. The variables used in this study are new research in the field of the Cloud Kitchen platform. This study uses a quantitative method and uses online questionnaire as its instrument with 415 respondents who are aware of the concept of Cloud Kitchen but never used the online Cloud Kitchen platform, using Google Form. SEM PLS was 78used to process the questionnaire's findings. According to the study's findings, brand knowledge has a direct or indirect impact on consumers' desire to purchase food and drinks from the cloud kitchen via social media marketing efforts and e-WOM. So, using positive e-WOM and social media marketing, will create brand awareness that creates purchase intentions for products or brands that are incorporated in the Cloud Kitchen platform in Indonesia.