Variance In Intention Research Articles

Evolution of Medical Students' Interest in Orthopaedic Surgery Careers from Matriculation to Graduation.

Little is known about risk factors for changes in students' interest in orthopaedics during medical school. We aimed to identify variables associated with diminished (vs. sustained) and emerging (vs. no) plans to become board certified in orthopaedic surgery. We conducted a retrospective national-cohort study of students who matriculated in US MD-granting medical schools in academic years 1993 to 1994 through 2000 to 2001. The outcome measure was the evolution of students' board-certification plans in orthopaedic surgery from matriculation to graduation using responses on the Association of American Medical Colleges' Matriculating Student Questionnaire and Graduation Questionnaire. Covariates included demographic, attitudinal, experiential, and career intention variables. Of 53,560 graduates with complete data, 2,765 students reported diminished interest in becoming board certified in orthopaedics, 1,345 reported emerging interest, and 1,327 reported sustained interest. In multivariable logistic regression models, students who were female (adjusted odds ratio [aOR] 1.83, 95% confidence interval [CI] 1.43-2.34), Asian (aOR 1.46, 95% CI 1.18-1.82), reported greater importance of social responsibility (aOR 1.16, 95% CI 1.02-1.33) and prestige (aOR 1.20, 95% CI 1.10-1.30) in choosing a medicine career, and planned full-time university faculty careers (aOR 1.58, 95% CI 1.33-1.89) at graduation were independently more likely to have diminished (vs. sustained) interest. Students who participated in research and/or authorship electives (aOR 3.50, 95% CI 3.00-4.07) and who attended private institutions (aOR 1.23, 95% CI 1.10-1.39) were more likely to have emerging (vs. no) interest. Twice as many students lost interest than gained interest in orthopaedics during medical school, and the cohort of students interested in orthopaedics became less diverse over the course of medical school. Several risk factors amenable to change were identified. Interventions that target these risk factors are warranted to increase the diversity of the orthopaedic surgery workforce.

Using Social Media Platforms to Share Health Information from the Perspectives of Physical Therapists in Kuwait

Background: In recent times, health professionals have used their personal or professional social media (SM) accounts to disseminate health information through SM platforms. This study explores the factors influencing physical therapists' (PTs) intentions to share health-related information on social media (SM) platforms in Kuwait, addressing a significant gap in the literature. Methods: The study utilizes the Unified Theory of Acceptance and Use of Technology (UTAUT) framework to examine the impact of performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FCs) on PTs' intentions. A survey was conducted with PTs, and data were analyzed using linear regression to identify significant predictors of intention. One-way ANOVA was also used to examine the effects of demographic factors. Results: The results indicate that FCs, EE, and PE significantly predict PTs' intentions to share health information on SM, accounting for 47% of the variance in intentions. Specifically, FCs had the highest impact (β = .347, p = .002), followed by EE (β = .284, p = .003) and PE (β = .193, p = .048). SI did not significantly influence PTs' intentions (β = .054, p = .581). Demographic factors such as age and years of work experience did not significantly affect intentions. Conclusion: This research provides valuable insights into the factors driving PTs' intentions to share health information on SM. Future research should explore additional variables such as trust, attitudes, and financial incentives, and extend the model to other SM platforms and larger, more diverse populations. Understanding these factors can help in developing strategies to enhance the use of SM for public health communication.

Farmers' intention to adopt low-carbon agricultural technologies to mitigate climate change

Climate change is one of the main crises in the world primarily due to greenhouse gas emissions. The agricultural sector is a key factor in reducing greenhouse gas emissions. Therefore, this study aims to analyze farmers' intentions to use low-carbon agricultural technologies. Based on a theoretical framework adapted from the comprehensive action determination model, data were collected through questionnaires distributed among 373 farmers in the southern region of West Azarbaijan province, Iran. Factors influencing farmers' intentions were identified using a structural equation model. The results indicated that attitude (β = 0.532), habits (β = 0.282), and objective constraints (β = 0.105) significantly influenced farmers’ intentions to adopt low-carbon agricultural technologies. The model predicted 68.4% of the variance in farmers' intentions. All predictors in the comprehensive action determination model demonstrated robustness and significant positive relationships, except for subjective constraints. Additionally, the model effectively explained normative processes, habitual processes, situational influences, and intentional processes among farmers. This research suggests policy solutions to promote the adoption of low-carbon agricultural technologies by farmers in response to climate change, thereby fostering sustainable agriculture in the region. When developing future plans for climate change adaptation, planners should use the comprehensive action determination model as a fundamental guideline. This model is essential for both mitigating climate change and enhancing behavioral intentions, which are critical objectives.

Pengaruh Testimoni, Promosi, dan Harga Terhadap Minat Beli TopUp Voucher Game Mobile Legend (Komunitas ESJV Game Mobile Legend di Lamongan)

This study is to determine the effect of testimonials, promotions, and prices on buying interest with a quantitative approach. This research is quantitative research. The object of research is ESJV community members. Sampling using the slovin formula obtained the final result of 133 respondents. The sampling method is simple random sampling. The method used is to use a questionnaire test distributed via online media. Based on the results of the validity and reliability tests, the testimonial (X), promotion (X), price (X) and purchase intention (Y) variables can be concluded to be valid and reliable based on the calculation test criteria. Statistical testing was carried out using SPSS Version 26. From the results of the testimonial hypothesis test, it has a positive and significant effect on purchase intention. Promotion has a positive and significant effect on buying interest. And, price has a positive and significant effect on buying interest.

Effects of User Experience in Automated Information Processing on Perceived Usefulness of Digital Contact-Tracing Apps: Cross-Sectional Survey Study.

In pandemic situations, digital contact tracing (DCT) can be an effective way to assess one's risk of infection and inform others in case of infection. DCT apps can support the information gathering and analysis processes of users aiming to trace contacts. However, users' use intention and use of DCT information may depend on the perceived benefits of contact tracing. While existing research has examined acceptance in DCT, automation-related user experience factors have been overlooked. We pursued three goals: (1) to analyze how automation-related user experience (ie, perceived trustworthiness, traceability, and usefulness) relates to user behavior toward a DCT app, (2) to contextualize these effects with health behavior factors (ie, threat appraisal and moral obligation), and (3) to collect qualitative data on user demands for improved DCT communication. Survey data were collected from 317 users of a nationwide-distributed DCT app during the COVID-19 pandemic after it had been in app stores for >1 year using a web-based convenience sample. We assessed automation-related user experience. In addition, we assessed threat appraisal and moral obligation regarding DCT use to estimate a partial least squares structural equation model predicting use intention. To provide practical steps to improve the user experience, we surveyed users' needs for improved communication of information via the app and analyzed their responses using thematic analysis. Data validity and perceived usefulness showed a significant correlation of r=0.38 (P<.001), goal congruity and perceived usefulness correlated at r=0.47 (P<.001), and result diagnosticity and perceived usefulness had a strong correlation of r=0.56 (P<.001). In addition, a correlation of r=0.35 (P<.001) was observed between Subjective Information Processing Awareness and perceived usefulness, suggesting that automation-related changes might influence the perceived utility of DCT. Finally, a moderate positive correlation of r=0.47 (P<.001) was found between perceived usefulness and use intention, highlighting the connection between user experience variables and use intention. Partial least squares structural equation modeling explained 55.6% of the variance in use intention, with the strongest direct predictor being perceived trustworthiness (β=.54; P<.001) followed by moral obligation (β=.22; P<.001). Based on the qualitative data, users mainly demanded more detailed information about contacts (eg, place and time of contact). They also wanted to share information (eg, whether they wore a mask) to improve the accuracy and diagnosticity of risk calculation. The perceived result diagnosticity of DCT apps is crucial for perceived trustworthiness and use intention. By designing for high diagnosticity for the user, DCT apps could improve their support in the action regulation of users, resulting in higher perceived trustworthiness and use in pandemic situations. In general, automation-related user experience has greater importance for use intention than general health behavior or experience.

Driving mechanism for farmers to adopt agroecology for biodiversity conservation: Inspiration from tea management in a China National Park

Abstract Conflicts arising from human activities and biodiversity value affect the conservation efficacy of protected areas. Resolving these conflicts requires conservation‐compatible livelihoods, such as through agroecology. Here, we built a comprehensive social–psychological framework to explore and understand farmers' intentions to adopt agroecological approaches in tea management in Wuyishan National Park, China. We extended the theory of planned behaviour (TPB) by integrating household livelihood assets (LAs) as a material precondition for the social–psychological decision‐making process. We proposed geographical location (GL) and livelihood strategy (LS) as moderating factors for this agroecology intention. We collected 369 valid household samples through structured interviews. We then used partial least square‐structural equation (PLS‐SEM) modelling to explore the determinants that affect tea farmers' agroecological intentions. Livelihood assets were a material foundation influencing the intention to adopt agroecology and were also mediated by three psychological constructs to take effect. Perceived behavioural control explained the largest proportion of the variance for intention and exerted the most significant mediation effects. Subjective norm was another vital independent predictor and exerted a positive influence on both perceived behavioural control and attitude. The direct and mediating impacts of attitude on the intention were weaker but showed that farmers' ecological rationality outweighed value rationality. Livelihood strategies measured by operational scale and livelihood diversity were able to moderate farmers' psychology. Subjective norm had positively significant influence on perceived behavioural control and attitude, indicating that social support to farmers enhanced their feeling of control over adopting agroecology and that important referent groups as sources of information helped farmers' attitude formation. Perceived behavioural control positively and significantly influences farmers' attitudes as well. Synthesis and applications. Our findings provide evidence of the necessity to optimise rural farmers' livelihood assets to enhance their confidence and control over agroecology. Resolving the conservation‐development dilemma in protected areas through agroecology should aim at comprehensive support that respects bioculture and improves farmers' ability. We suggest knowledge co‐production of traditional wisdom and modern technologies, reducing management costs and risks, strengthening park‐people communication and diversifying incentives to farmers with different livelihood strategies.

The moderating role of food involvement: An application of the theory of planned behaviour model in reducing red meat consumption

Reducing red meat intake is crucial for both planetary sustainability and human health. However, various psychosocial barriers impede this dietary shift, necessitating the application of psychological models such as the Theory of Planned behaviours (TPB) to predict individuals’ inclination to reduce red meat consumption. Despite TPB’s widespread use, there is a need for a more refined model addressing emotional variables. This study aims to assess TPB’s effectiveness in understanding intentions and behaviours regarding red meat reduction, while investigating food involvement’s role as a moderator between intention and behaviours. Data were collected through two questionnaires (n = 963, Time 1; n = 541, Time 2) filled out by a representative sample of the Italian population. Using descriptive statistics and structural equation models, findings reveal that attitudes and subjective norms explain 22.2 % of the variance in intentions to reduce red meat consumption. Additionally, perceived behavioural control and intention account for 39.7 % of the variance in self-reported meat consumption behaviours six months later. Moreover, high levels of food involvement hinder the translation of intention into behaviour, highlighting its moderating effect. These results emphasize the necessity of reshaping red meat reduction strategies and promoting alternative consumption choices, fostering habitual practices linked to positive emotions. It is crucial for reducing red meat consumption that this behaviour becomes a cultural symbol of change, identifying individuals as “new consumers” within a society adapting to environmental and health challenges. By integrating emotional factors into behavioural models, interventions can better address barriers and promote sustainable dietary habits.

Social norms, vaccine confidence, and interpersonal communication as predictors of vaccination intentions: Findings from slum areas in Varanasi, India

In recent years, India has seen significant improvements in childhood immunization, but rates among the urban poor remain stagnant. Disruptions during COVID-19 pandemic have created further challenges. This paper focuses on how social norms, vaccine confidence, and interpersonal communication independently and jointly affect vaccine intentions among caregivers of infants living in six slum areas in Varanasi, India. Data for this study come from the baseline assessments conducted before implementing the Happy Baby Program, an intervention to improve vaccination attitudes and intentions. In-person interviews (N = 2,058) were conducted with caretakers of children up to two years old. Analyses showed that interpersonal communication about vaccines, descriptive norms, injunctive norms, and vaccine confidence were each associated with intentions to vaccinate in both a bivariate and, except for injunctive norms, a multivariate model. In addition, we found significant interactions among these variables, suggesting that the roles of interpersonal communication and vaccine confidence attenuated the relationship between social norms and vaccination intention. Overall, our model explained 46.2 % of the variance in vaccine intention. Given the strengths of the relationships observed in this study, intervention strategies should focus on enhancing social norms and vaccine confidence to promote vaccination.

What factors influence the intention to adopt blockchain technology in accounting education?

This study examines the critical factors driving the adoption and integration of blockchain technology in accounting education. Employing a moderated model based on the technology acceptance model (TAM), the study investigates what motivates faculty members to adopt and integrate blockchain. Organizational support serves as a key moderating factor in this study. The study employed a quantitative approach, analyzing data from 191 faculty members at Indian universities and colleges using SmartPLS 4 software. The findings emphasize the significance of organizational support in shaping behavioral intentions, with notable effects on perceived usefulness and attitudes toward blockchain adoption. Additionally, perceived ease of use indirectly affects behavioral intentions through its impact on perceived usefulness and attitude. The moderated model explained 64% of the variance in behavioral intentions toward blockchain integration in accounting education. These results offer valuable implications for educational policy, not only in India but also in similar developing nations. By comprehending the relationship between organizational support and faculty members’ perceptions, policymakers can formulate strategies to effectively integrate blockchain technology into accounting education, encouraging innovation in university practices for the digital era.

Beyond User Decline: Investigating the Effects of Social Presence and the Dual Role of Social Connectedness in Sustaining Engagement on Social Networking Platforms

Social media platforms are currently grappling with unforeseen difficulties that have hindered their expansion. Previous studies have disclosed that Facebook, one of the most prominent social media sites, has encountered a reduction in its user base. Similarly, other social media platforms have also reported a substantial decline in user numbers and engagement levels, indicating a significant downturn in their popularity. The primary objective of this research is to gain a more comprehensive understanding of the role played by the social presence in human-computer-mediated interactions, specifically in the context of social media. Data from 473 college students from their second to tenth semesters were collected through an online survey. Amos 25 was utilized to test the constructs of the variables of social presence, social connectedness, attitude, and intention to continue using social media. The Hayes Macro Process version 3.5 was used to test the proposed model. The results showed that social connectedness (Con) moderates the effect of social presence and attitude on user intention to continue using social networks. This result extends the body of research on human-computer-mediated interactions by uncovering the role of connectedness in human-computer-mediated interactions and technology adoption.

Studi Empiris Terkait Loyalitas Pelanggan pada Bisnis Coffee Shop

Purpose: The rapid growth of coffee outlets in Indonesia has increased competition in this industry, thus encouraging each coffee outlet to continue to innovate with superior products that differentiate it from competitors. This research aims to analyze the influence of brand equity on customer loyalty at Kopi Nako outlets, by considering the role of purchasing intention variables and purchasing decisions as intervening variables. Research Methodology: The research method used is ex-post facto with a quantitative approach. The sampling technique used is non-probability sampling with a purposive sampling method based on the population. Data was collected through questionnaires given to 104 respondents, who were consumers of Kopi Nako or had interacted directly with the Kopi Nako brand. Results: The findings of this research reveal that there is a positive and significant influence between brand equity on customer loyalty through purchase intentions and purchase decisions. Limitation: 1. The number of respondents is only limited to 104 respondents, researchers believe that involving a larger number of respondents can increase the level of accuracy and representation of research results. 2. The research variables that are the focus of this research are limited to brand equity, purchase intention, purchase decision, and customer loyalty. There are various other factors that might influence customer loyalty in the context of Kopi Nako, such as customer satisfaction, word-of-mouth (WOM), and marketing mix. Contribution: The achievements of this research can contribute to the understanding of marketing theory, especially in the context of the relationship between brand equity, purchase intention, purchase decisions, and customer loyalty. Apart from that, marketing practitioners, especially those in the coffee industry such as Kopi Nako, can use these findings to develop more effective marketing strategies.

Exploring the drivers behind women’s intentions towards climate change mitigation through urban forest conservation

Public participation in urban forest conservation has significant potential for climate change mitigation. However, there is limited research specifically addressing women's behavioral intentions towards participating in urban forest conservation for this purpose, despite the increasing recognition of the importance of gender-specific perspectives in climate change mitigation. Understanding women's intentions towards engaging in urban forest conservation is crucial for developing effective strategies to mitigate climate change. This study aims to explore the influencing factors that shape women's intentions towards urban forest conservation as a measure to mitigate climate change. The extended theory of planned behavior serves as the theoretical framework, incorporating climate change awareness and perceived benefits of urban forests for climate change mitigation. A sample of 391 women participated in the study, and data were collected through a structured questionnaire. The results revealed that the original model accounted for 48 % of the variance in women's intentions towards urban forest conservation. By incorporating additional constructs into the extended model, the explanatory power increased to 66 %. Furthermore, the data analysis demonstrated that all variables in both the original and extended models significantly influenced women's intentions for urban forest conservation. In developed model the climate change awareness (ƛ= 0.366), perceived behavioral control (ƛ= 0.256), perceived benefits of urban forests (ƛ= 0.240), subjective norms (ƛ= 0.182), and attitude (ƛ= 0.145), had the most impact, respectively. These findings emphasize the importance of considering psychological factors in promoting women's active involvement in urban forest conservation for effective climate change mitigation. The study has important policy implications, as policymakers and practitioners should prioritize efforts to enhance climate change awareness among women and emphasize the perceived benefits of urban forests in addressing climate change. Further research is warranted to explore behavioral patterns and actual conservation practices among women in diverse cultural and social contexts.

Child Health Nurses' Acceptance and Use of a Novel Telehealth Platform: A Mixed-Method Study.

Telehealth appointments in the healthcare sector have increased since the COVID-19 pandemic, increasing patients' access to services. However, research exploring nurse perceptions of implemented telehealth services in the community sector is limited. Within the context of quality improvement, the current study aimed to understand child health nurses' acceptance and use of a novel telehealth platform using mixed methods. A total of 38 child health nurses completed an online survey that included multiple-choice questions based on an expanded Technology Acceptance Model and open-ended questions exploring barriers and facilitators to use. Results demonstrated that despite 70% of nurse users having completed less than three sessions with parents, perception and acceptance scores were high. Overall, 85% of variance in satisfaction with the platform and 46% of variance in intention to use the platform were predicted by perception scores. Three consistent themes generated from data were facilitators for use and five as barriers, which provided further understanding to findings. To ensure telehealth is adapted into routine clinical care, facilitators and barriers for implementation need to be identified and addressed. Nurses need to be engaged in implementation and ongoing maintenance to ensure the uptake and optimal use of technology within nursing care.

Synergizing habits and goals with variational Bayes

Behaving efficiently and flexibly is crucial for biological and artificial embodied agents. Behavior is generally classified into two types: habitual (fast but inflexible), and goal-directed (flexible but slow). While these two types of behaviors are typically considered to be managed by two distinct systems in the brain, recent studies have revealed a more sophisticated interplay between them. We introduce a theoretical framework using variational Bayesian theory, incorporating a Bayesian intention variable. Habitual behavior depends on the prior distribution of intention, computed from sensory context without goal-specification. In contrast, goal-directed behavior relies on the goal-conditioned posterior distribution of intention, inferred through variational free energy minimization. Assuming that an agent behaves using a synergized intention, our simulations in vision-based sensorimotor tasks explain the key properties of their interaction as observed in experiments. Our work suggests a fresh perspective on the neural mechanisms of habits and goals, shedding light on future research in decision making.

Do generational differences determine the conservation intention and behavior towards sacred trees?

Conserving sacred trees is of paramount importance for preserving biodiversity and safeguarding biocultural heritage. However, evolving perceptions across generations raise concerns about the future existence of these significant landscape elements. The objective of this study is to examine the factors influencing the intention and behavior of two generations towards sacred tree conservation. In this research, we integrate "cultural values" and "religious values" as new variables into an extended theory of planned behavior. A questionnaire survey was conducted, involving 399 individuals representing both young and old generations. Structural equation modeling was employed for data analysis. The research variables explained 57 % and 60 % of the variance in intentions and 7 % and 81 % of the variance in actual behaviors for the young and old generations, respectively. Attitude was found to be crucial in shaping intentions for both generations. Subjective norms significantly influenced the intentions of the older generation but were not observed among the younger generation. Perceived behavioral control had a positive impact on intentions in both age groups, although its effect on actual behavior varied. While it translated into conservation behavior among the older generation, it did not have the same effect on the younger generation. Furthermore, cultural and religious values positively influenced intentions in both generations, but their impact on behavior differed. While these values influenced the behavior of the older generation, they did not translate into actual conservation practices among the younger generation. These findings emphasize the interplay of generational differences, cultural values, and religious values in shaping conservation intentions and behaviors.Given the crucial role of the younger generation in the future of sacred trees, targeted conservation initiatives addressing their specific needs are essential, as they exhibit lower intentions and behaviors towards conservation. This study provides valuable insights for designing effective strategies for the sustainable conservation of sacred trees and the fostering of biocultural heritage.

The Impact of Culturally Responsive Leadership Traits on Alabama K-12 Teachers’ Intention to Leave and Job Satisfaction

Previous research has shown that culturally responsive leadership leads to improvements in teachers’ performance and job satisfaction. The goal of the current research study is to examine if there is a linear relationship between the Alabama state high school teachers’ perception of their school principals’ Culturally Responsive Leadership Traits upon the dependent variables of job satisfaction and turnover intention. Based on a sample of 95 Alabama state high school teachers, the key findings of this research study showed that school principals’ providing professional development had a marginally statistically significant negative linear relationship with school teacher self-reported total job satisfaction along with the statistically significant relationship between the increasing level of a school teacher’s intention to leave their job due to the increasing amounts instructional resources that are being offered to them by their school principals. In contrast, fostering the Culturally Responsive Leadership Trait of Maximizing the Instruction Time for subordinate teachers by school principals in the state of Alabama can be a cornerstone to build upon for future school principals’ professional development to further improve job satisfaction among their subordinate Alabama K-12 school teachers.

PENGARUH KUALITAS PRODUK TERHADAP MINAT BELI PADA BAKARA CAFE &amp; KITCHEN DEPOK

This research aims to determine and test the influence of product quality on purchasing intention at Bakara Cafe &amp; Kitchen Depok. In this research, sampling used a non-probability sampling method with a purposive technique for Bakara consumers as respondents. The data used in this research uses primary and secondary data, namely questionnaires as primary data and observations as secondary data using quantitative methods. The results in this research obtained a significance value of 0.867 &gt; 0.05 resulting from the correlation analysis test. Then the product quality variable has an influence of 74.9% on the purchase intention variable and the rest is influenced by other factors. Apart from that, the t value is 18,004 and the t table value is 1.982, so t count &gt; t table or (18,004) &gt; 1,982, meaning H0 can be rejected and H1 can be accepted or the hypothesis can be accepted with a significant influence between the product quality variable and the purchase intention variable.

Intention to engage in ecotourism development: validation and extension of the Resident Empowerment through Tourism Scale (Version 2.1)

ABSTRACT This work, based on the conceptual work by Scheyvens and van der Watt (2021), amends the original Resident Empowerment through Tourism Scale (RETS) by including three new dimensions: economic empowerment, cultural empowerment, and environmental empowerment. In so doing, the modified scale is applied in a region of Ecuador not known for its ecotourism opportunities, to determine how residents’ (n = 500) perceived empowerment factors into their intent to engage in ecotourism endeavours through a modified theory of planned behaviour model. Psychometric properties of the 13-item modified RETS were strong. Six of the nine proposed hypotheses were supported via structural equation modelling using IBM Amos 28.0. The first-order model (of perceived empowerment) accounted for 33% of the variance in attitudes about engaging in ecotourism and 82% of the variance in behavioural intentions to engage in ecotourism. A second-order model increased variance explained in attitudes to 70% and in behavioural intentions to 89%.

Pandemic Pivot: Unraveling the Digital Fashion Frontier on Shopee

During the COVID-19 pandemic, there has been a major shift in people's activities and behaviors, which are moving towards the digital world. This helps people in their daily lives, both as buyers and business people in various industries, including the fashion industry. The fashion industry itself is a sector of multinational companies that have a high-net-worth value, whose focus is mainly on designing, producing, and marketing clothes to the public. Online shopping digital platforms such as Shopee are one of the main choices for people in making shopping transactions today. The purpose of this study was to find out online consumer reviews, social media advertisement, and influencer endorsements can influence people's online purchase intention for fashion stores on the Shopee platform. The research used a non-probability sampling approach, specifically choosing the convenience sampling technique during the sample selection process. The number of samples used in the study was 130 respondents, and data collection was conducted by distributing questionnaires through Google Forms. The data analysis was conducted using the Structural Equation Modelling (SEM) program SmartPLS 4.0. The research shows that social media ads on Shopee in Jabodetabek significantly impact online purchase intentions. Influencer engagement also influences intentions positively, although not statistically significant. Online consumer reviews and purchase intention variables share similarities, both influenced by external factors. Businesses should tailor advertising strategies for optimal performance and leverage social media effectively to thrive in e-commerce.

Pengaruh Content Marketing dan Online Customer Review pada Media Instagram terhadap Keputusan Pembelian di Krav.ery

Krav.ery is a custom cake business that was founded in June 2020, during the Covid-19 pandemic. Krav.ery uses Instagram social media in marketing their products and services, by uploading interesting and consistent content. The increased use of Instagram as a marketing medium can also be seen from the creativity of businesses in producing interesting content that is relevant to the pandemic situation. Because of that, many do s of Krav.ery's products and services through the content they upload. This has made Krav.ery experience an increase in sales during the pandemic until now, because the Content Marketing and s found on Krav.ery have increased customer purchasing decisions.Theories used to support this research are content marketing theory, online customer review theory, and purchasing decision theory. In this study, content marketing and online customer review as independent variables and purchasing decisions as the dependent variable. The objects of this research are content marketing, online customer review, and purchasing decisions on purchasing decisions at Krav.ery. The data collection technique used in this study is a communication technique by distributing questionnaires electronically via Google Forms to 105 respondents. The sampling technique used is a non-probability sampling technique with a judgment sampling approach. The procedure used for model testing and data processing is using the SBM SPSS Statistic 20 software. The results obtained from the data analysis test in this study indicate that variables X1 (content marketing) and X2 (s) affect variable Y (purchasing decisions), namely that there is a positive influence between content marketing and online customer review on consumer purchasing decisions at Krav.ery This is shown by the results of research on visual communication variables influencing purchase intention variables. The conclusion of this study is to test 105 respondents who have purchased and consumed products from Krav.ery, stating that there is a positive influence of content marketing and online customer review on Krav.ery on purchasing decisions at Krav.ery