Digital Marketing Communication and Cromboloni Repurchase Intention

Abstract

This study aims to analyze the influence of influencer credibility, lifestyle, and fear of missing out (FOMO) on Cromboloni Monsieur Spoon's repurchase intention with e-WOM as a mediator and e-satisfaction as a moderator. The study used an explanatory quantitative approach through an online survey of 260 respondents who had purchased Cromboloni Monsieur Spoon and were exposed to digital information related to the product. The data was analyzed using SmartPLS through the evaluation of the outer model and the inner model. The results show that all indicators after testing meet the criteria of validity and reliability. The model has a high explanatory ability on repurchase intention and e-WOM. All influence hypotheses are immediately accepted: influencer credibility, lifestyle, FOMO, and e-WOM encourage repurchase intention; credibility, lifestyle, and FOMO influencers drive e-WOM. e-Satisfaction has been proven to moderate the relationship between e-WOM and repurchase intention, while e-WOM mediates the influence of influencer credibility, lifestyle, and FOMO on repurchase intention. The findings confirm that repurchase intent on viral culinary products is not only shaped by the popularity of the trend, but also by the credibility of the message source, lifestyle suitability, digital social drive, conversations between consumers, and digital satisfaction. Implicitly, Monsieur Spoon's communication strategy needs to be directed at the selection of credible influencers, positive e-WOM management, and consistent strengthening of digital experiences.