THE ROLE OF EMOTIONAL DESIRE AND INSTAGRAM SOCIAL MEDIA IN INCREASING CUSTOMER SATISFACTION AND ELECTRONIC WORD OF MOUTH

Abstract

This study aims to analyze the effects of emotional desire and Instagram social media on customer satisfaction and electronic word of mouth (e-WOM), as well as to examine the mediating role of customer satisfaction among consumers of Nomi-Nomi Delight East Jakarta. This research employs a quantitative approach using primary data collected through questionnaires from 170 respondents selected via purposive sampling in November 2025. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of SmartPLS software. The results indicate that emotional desire has a positive and significant effect on customer satisfaction, but does not significantly influence e-WOM. In contrast, Instagram social media has a positive and dominant effect on both customer satisfaction and e-WOM. Furthermore, customer satisfaction does not have a significant effect on e-WOM and fails to mediate the relationships between emotional desire and Instagram social media on e-WOM. These findings emphasize that emotional factors play a greater role in shaping internal customer satisfaction, while electronic word-of-mouth behavior is more strongly driven by the strength of digital marketing activities and content, particularly on Instagram, thereby providing strategic implications for the development of digital marketing strategies in the culinary business sector.