Abstract

This study aims to determine the effect of the Marketing Content variable on interest in buying fast food, mediated by hygiene and moderated by perceptions of health risks in the Covid-19 era. The type of research used is associative-causality research and the population in this study is all Mataram University students who use social media. The number of sample in this study is 100 respondents. The results show that the marketing content and hygiene affect purchase intention, marketing content affects hygiene. In Addition, this study also fund that hygiene is a mediating variable between marketing content variables on purchase intention, while health risk perception is not a moderating variable between marketing content variables on purchase intention ore hygien on purchase intention.

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