Database research record2025·Indonesia (Bandung)
E-WOM In Urban Community Support Ariculture: Impact Of Customer Experience, Knowledge, And Involvement
Hesty Nurul Utami, Resti Arini, Tomy Perdana, Sulistyodewi Nur Wiyono, Dini Turipanam Alamanda, Dinar Mariam Kurniati
Agrisocionomics Jurnal Sosial Ekonomi Pertanian
Urban Farm DB summary
This quantitative study, using SEM-PLS with 60 respondents from an urban Community Supported Agriculture (CSA) in Bandung City, Indonesia, investigated the effect of customer experience, product knowledge, and customer involvement on electronic word-of-mouth (E-WOM) for organic vegetables. The results indicate that customer experience, product knowledge, and customer involvement significantly influence E-WOM. The findings offer implications for marketing organic products in online communities to enhance consumer trust and promote CSA sustainability.