Satisfaction: As a Mediation of Content Marketing, WOM, and Price Perception on Trust

https://doi.org/10.35912/jakman.v7i1.4928
Published: Dec 10, 2025

Abstract:

Purpose: This study analyzes the influence of content marketing, word of mouth, and price perception on consumer trust through customer satisfaction as a mediating variable, with a case study on UMKM Ummi Home Baked Palu.

Methodology/Approach: This quantitative research employed questionnaires distributed via Google Forms to 100 respondents using purposive sampling, focusing on customers who had made at least one purchase. A five-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree) was used. Data were analyzed with Structural Equation Modeling (SEM) using SmartPLS software.

Results/Findings: The results show that content marketing, word of mouth, and price perception positively and significantly influence customer satisfaction, which then strengthens consumer trust. Word of mouth has the strongest effect, while customer satisfaction mediates and amplifies the relationship between the variables and trust

Conclusions: Content marketing, word of mouth, and price perception significantly enhance customer satisfaction and trust, with satisfaction mediating and strengthening these relationships, underscoring the role of digital marketing strategies for MSMEs.

Limitations: This study only examined one MSME, Ummi Home Baked Palu, in the culinary sector. Hence, results cannot be generalized to other MSMEs, as customer characteristics may differ.

Contribution: The study contributes to academic development in management and business while offering practical implications for MSMEs in designing effective marketing strategies to enhance customer satisfaction and trust.

Keywords:
1. Content Marketing
2. Price Perception
3. Satisfaction
4. Trust
5. Word of Mouth
Authors:
1 . Dian Rahmawati
2 . Ira Nuriya Santi
3 . Umar Syarifuddin
4 . Pricylia Chintya Dewi Buntuang
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Rahmawati, D., Santi, I. N. ., Syarifuddin, U., & Buntuang, P. C. D. (2025). Satisfaction: As a Mediation of Content Marketing, WOM, and Price Perception on Trust. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(1), 283–298. https://doi.org/10.35912/jakman.v7i1.4928
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Vol. 7 No. 1 (2025): Desember
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  4. Anggetha, D. A., & Albari, A. (2024). Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan dan Niat Pembelian Sewa Kost di Singgahsini Mamikos ( The Effect of Service Quality and Brand Image on Customer Satisfaction and Rental Purchase Intention of Boarding Houses at Singgahs. Jurnal Akuntansi, Keuangan, Dan Manajemen, 5(4), 543–551. https://doi.org/10.35912/jakman.v5i4.3473
  5. Aprilia, M., & Rivera, P. S. (2023). Pengaruh Persepsi Harga dan Word of Mouth terhadap Kepuasan Pelanggan melalui Keputusan Pembelian. J-CEKI?: Jurnal Cendekia Ilmiah, 3(1), 15–165. https://doi.org/10.56799/jceki.v3i1.1875
  6. Ardiyansyah, M., & Abadi, M. T. (2023). Pengaruh Kualitas Layanan, Persepsi Harga, dan Word of Mouth terhadap Minat Beli Ulang dengan Kepuasan Konsumen Muslim sebagai Pemediasi. Journal of Business & Applied Management, 16(1), 079. https://doi.org/10.30813/jbam.v16i1.4236
  7. Ayu, E., Zakiyah, S., & Ponirin, Z. (2016). Pengaruh Promosi Melalui Media Sosial Terhadap Repurchase Intention Melalui Electronic Word of Mouth. Jurnal Ilmu Manajemen Universitas Tadulako, 2(3), 241–250. https://doi.org/10.22487/jimut.v2i3.61
  8. Bachri, S., Putra, Mandala, S., Farid, Satrawan, E., Darman, Mayapada, D., & Gihna, A. (2023). the Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
  9. Bozic, B. (2017). Consumer trust repair?: A critical literature review. European Management Journal. https://doi.org/10.1016/j.emj.2017.02.007
  10. Budi Utomo, S., Marjukl, A., Hardian, A., Adi Pratama, I. W., & Masud, M. I. (2024). Pengaruh Word of Mouth, Social Media Marketing dan Kepercayaan terhadap Kepuasan Konsumen Pengguna IPhone. Jurnal Ekonomi, Manajemen Dan Akuntansi, 10(2), 1387–1393. https://doi.org/10.35870/jemsi.v10i2.2323
  11. Budiono, A. (2021). Pengaruh Kualitas Produk, Persepsi Harga, Promosi, Lokasi, Kualitas Pelayanan Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Di Rumah Makan Bebek Kaleo Tebet Jakarta Selatan Dimasa Pandemi Covid-19. SEGMEN Jurnal Manajemen Dan Bisnis, 17(2), 223–247. https://doi.org/10.37729/sjmb.v17i2.6868
  12. Christiarini, R., Putra, C. V., & Purwianti, L. (2024). Analysis of Passenger Satisfaction as a Mediator of Repurchase Intention on Flights with International Routes. Almana?: Jurnal Manajemen Dan Bisnis, 8(3), 513–527. https://doi.org/10.36555/almana.v8i3.2704
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