Pengaruh Dimensi Digital Content Marketing terhadap E-Wom dengan Social Impact Transfer sebagai Variabel Mediasi pada Pelaku Usaha Kripik Balado di Kota Padang.

This study aims to analyze how the influence of Social Media Contentactivities with dimensions including Content Information, Contern Entertainment,Self Experience, and Social Interaction on Social Impact Transfer as a mediatingvariable. This research was conducted using quantitative methods. The population ofthis research is all customers who have visited and shopped at K and know the socialmedia used by Kripik Balado Shirley’s Instagram Account. The research sample was210 respondents. This study uses a structural equation model (SEM) test with PLS3.0 smart software. The results of this study include: (1) Content Information has apositive and significant effect on Social Impact Transfer. (2) Content Entertainmenthas a positive and significant effect on Social Impact Transfer (3) Social Interactionhas a positive and significant effect on Social Impact Transfer (4) Self Experience hasa positive and significant effect on Social Impact Transfer (5) Social Impact Transferhas a positive and significant effect on significant effect on Electronic Word ofMouth (6) Content Information has a positive and significant effect on ElectronicWord of Mouth with Social Impact Transfer as a mediating variable (7) ContentEntertainment has a positive and significant effect on Electronic Word of Mouth withSocial Impact Transfer as a mediating variable (8) Social Interaction has a positiveand significant effect on Electronic Word of Mouth. With Social Impact Transfer as amediating variable (9) Self Experience has a positive and significant effect onElectronic Word of Mouth with Social Impact Transfer as a mediating variable.