How Social Media Marketing Shapes Purchase Intention for Local Culinary Products: Evidence from Madiun's Pecel and Brem Sellers

Abstract

Background: Local culinary products such as pecel and brem from Madiun are cultural assets whose commercialization increasingly depends on digital exposure, yet little is known about how social media marketing shapes purchase-intention formation within this micro-enterprise setting. Objective: This study explores the mechanisms through which social media marketing practices shape consumer purchase-intention formation toward Madiun's pecel and brem. Methods: A qualitative multiple case study was conducted with thirty-two sellers and twenty-four consumers through in-depth interviews, participant observation, digital content archiving, focus group discussions, and documentation. Data were analyzed thematically and credibility was supported through source, method, and investigator triangulation. Results: Seven content dimensions emerged, led by visual authenticity of the craft process, interactive responsiveness, and origin narrative. Exposure did not operate as a direct causal reported factor of intention; participants described perceived product authenticity, digital trust, and parasocial familiarity as interpretive mechanisms, while perceived spoilage and logistics riskss attenuated intention formation. Conclusion: Sellers displaying unedited production routines and timely responses generated stronger reported intention signals than those relying primarily on polished promotional posts. The study proposes an Authenticity-Trust-Familiarity framework for local culinary micro-enterprises.