The mediating role of purchase intention on purchase decisions: Tthe influence of electronic word of mouth (e-wom) and customer reviews in supporting the development of creative economy and culinary sector at Kanenakan, Malang City

Amani, Nazwa Nur and Fikriah, Nur Laili ORCID: https://orcid.org/0009-0001-6797-8607 (2025) The mediating role of purchase intention on purchase decisions: Tthe influence of electronic word of mouth (e-wom) and customer reviews in supporting the development of creative economy and culinary sector at Kanenakan, Malang City. Ar Rehla: Journal of Islamic Tourism, Halal Food, Islamic Traveling, and Creative Economy, 5 (1). pp. 83-105. ISSN 2776-7434

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Abstract

The development of the creative economy in Malang City is supported by the emergence of local culinary businesses such as Kanenakan, which utilize digital technology in their marketing activities. The culinary sector is one of the most in-demand subsectors of the creative economy today, due to its potential to drive innovation and local economic growth. This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and customer reviews on purchase decisions, with purchase intention as a mediating variable, while also exploring how these findings contribute to the development of the creative economy, particularly in the local culinary sector. A quantitative approach was employed through a survey of 135 respondents. The results indicate that customer reviews significantly influence purchase decisions, both directly and indirectly through purchase intention. In contrast, E-WOM does not have a significant effect. These findings highlight the importance of authentic customer reviews in supporting purchase decisions and sustaining local creative businesses. The implications suggest that optimizing customer experience can be a key strategy in strengthening the creative economy ecosystem in Malang.

Item Type:	Journal Article
Keywords:	creative economy; electronic word offmouth (e-wom); customer review; purchase decision; purchase intention
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Nur Laili Fikriah
Date Deposited:	07 Aug 2026 15:42

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