DOI: https://doi.org/10.14710/baf.%25v.%25i.%25Y.%25p

E-WOM IN URBAN COMMUNITY SUPPORT AGRICULTURE: IMPACT OF CUSTOMER EXPERIENCE, KNOWLEDGE, AND INVOLVEMENT

*Hesty Nurul Utami orcid scopus publons  -  Department of Agro-Socio Economics, Faculty of Agriculture, Universitas Padjadjaran, Indonesia
Resti Arini  -  Agribusiness Study Program, Universitas Padjadjara, Indonesia
Tomy Perdana orcid scopus  -  Department of Agro-Socio Economics, Faculty of Agriculture, Universitas Padjadjaran, Indonesia
Sulistyodewi Nur Wiyono orcid scopus  -  Department of Agro-Socio Economics, Faculty of Agriculture, Universitas Padjadjaran, Indonesia
Dini Turipanam Alamanda orcid scopus  -  Faculty of Economics, Garut University, Indonesia
Dinar Mariam Kurniati  -  Mark Oliphant College, Adelaide, Australia
Open Access Copyright 2025 Agrisocionomics: Jurnal Sosial Ekonomi Pertanian under http://creativecommons.org/licenses/by-sa/4.0.

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Abstract

The demand for organic vegetables continuously increases to support healthy lifestyles that are followed by more and more people nowadays. Digital technology has facilitated the marketing of these products to serve a larger market, including agri-food product marketing using social media that explicitly targets online communities. Customer-centric orientation is a strategy that can drive consumers to online purchases by actively interacting with and involving customers in the business. This study aims to determine the effect of customer experience, product knowledge, and customer involvement on E-WoM on organic vegetable customers at one of the urban community-supported agriculture (CSA) in Bandung City that sells organic vegetables. The research employed a quantitative method with the Structural Equation Model – Partial Least Square (SEM-PLS). We sampled 60 respondents of the urban CSA customers. The results show that customer experience, product knowledge, and customer involvement significantly influence E-WoM. The research provides theoretical implications for customer involvement in E-WoM of agri-food products, including practical implications on marketing organic products in online communities that support urban agricultural practices.

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Keywords: Cognitive learning theory, word-of-mouth, social commerce community, agribusiness, food marketing

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