The Effect of Food Vlogger’s Attribute on Purchasing Intention of Culinary Product in Jakarta, Bogor, Depok, Tangerang and Bekasi

Authors

  • Dimas Aryo Wibisono Young Professional Business Management Business School, Bina Nusantara University
  • Desy Jesllyn Young Professional Business Management Business School, Bina Nusantara University
  • Muhammad Syukur Shahreza Young Professional Business Management Business School, Bina Nusantara University
  • Sekar Wulan Prasetyaningtyas Young Professional Business Management Business School, Bina Nusantara University

Keywords:

Food Vlogger's Attribute, Physical appearance, Expertise, Trustworthiness, Social Attractiveness, Attitude Toward Products, Content Sharing Intention, Purchase Intention

Abstract

To measure the effect of Food Vlogger's Attribute on Purchasing Intention of Culinary Product from Street Food Vendor in Jakarta. Use probability sampling techniques using judgmental sampling, who have watched Food Vloggers videos in YouTube and live in Jabodetabek at least 6 month from the questionnaire spread to the respondent via online. While the time horizon used is cross sectional studies that take the October to November 2020 range to 287 respondents who meet the criteria. The SEM method with SmartPLS 3.3.2 software is used in data processing. Physical appearance, Expertise, Trustworthiness, and Social Attractiveness have a positive effect on Attitude Toward Products. Then Attitude Toward Products and Content Sharing Intention have a positive effect on Purchase Intention, also Content Sharing Intention have a positive effect on Purchase Intention. this study have a practical impact that can be considered in relation to the world of advertising carried out using social media influencers, specifically the Food Vlogger (s) for products that are close to the food or culinary world

Downloads

Download data is not yet available.

References

Achmad, S. H., & Hidayat, R. (2017). The Effect of Video Advertisement by Beauty Vlogger. INTERNATIONAL JOURNAL OF ACCOUNTING, FINANCE, AND ECONOMICS.

Araigy, M. S. (2018). The Influence of Celebrities on Consumer Buying Decision through Social Media. International Journal of Humanities and Applied Social Science (IJHASS), 22.

Badan Pusat Statistik Indonesia. (2015). Statistik Restoran / Rumah Makan 2015. Jakarta: Badan Pusat Statistik Indonesia

Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation models. J. Acad. Mark. Sci.

Bartl, M. (2018). YouTube channels, uploads and views: A statistical analysis of the past 10 years. Convergence: The International Journal of Research into New Media Technologies.

Bi, N. C., Zhang, R., & Ha, L. (2018). Does valence of product review matter? The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM). Journal of Research in Interactive Emerald Publishing Limited, 14.

Cambridge.org. (2020, 08 25). vlogger. Retrieved from Cambridge.org: https://dictionary.cambridge.org/dictionary/english/vlogger

Chen, Z. (2017). Social Acceptance and Word of Mouth: How the Motive to Belong Leads to Divergent WOM with Strangers and Friends. Published by Oxford University Press on behalf of Journal of Consumer Research, 17.

Choi, W., & Lee, Y. (2019). Efects of fashion vlogger attributes on product attitude and content sharing. Springer Open.

Constantinides, E., & Holleschovsky, N. I. (2016). Impact of Online Product Reviews on Purchasing Decisions. n Proceedings of the 12th International Conference on Web Information Systems and Technologies (WEBIST 2016).

Curvelo, I., Watanabe, E., & Alfinito, S. (2019). Purchase intention of organic foodunder the influence of attributes,consumer trust and perceived value. Emerald Publishing Limited.

Cyberdefinitions.com. (2020, 10 19). Vlogger. Retrieved from Cyberdefinitions.com: https://www.cyberdefinitions.com/definitions/VLOGGER.html

Eyal, K., & Rubin, A. (2003). Viewer aggression and homophily, identification, and para-social relationships with television characters. Journal of Broadcasting & Electronic Media.

Filho, D., Paranhos, R., Rocha, E., Batista, M., da Silva Jr., J., Santos, M., & Marino, J. (2013). When is statistical significance not significant? brazilianpoliticalscienc.

Folkvord, F., Bevelander, K., Rozendaal , E., & Hermans, R. (2019). Children’s bonding with popular YouTube vloggers and their attitudes toward brand and product endorsements in vlogs: an explorative study. Emerald Publishing Limited.

Friedman, H., & Friedman, L. (1979). Endorser efectiveness by product type. Journal of Advertising Research.

Garcia, N., Saura, I., & Orejuela, A. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon.

Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). United States of America: SAGE Publications, Inc.

Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase. J. Consum. Sci., vol. 4, no. 2, pp. 76–89.

Hootsuite.com. (2019, 12 17). 23 YouTube Statistics that Matter to Marketers in 2020. Retrieved from Hootsuite.com: https://blog.hootsuite.com/youtube-stats-marketers/

Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. John Wiley & Sons, Ltd.

Jain, A., Shah, H., Tiwari, I., & Modi, N. (2019). IMPACT OF INFLUENCERS ON THE BUYING BEHAVIOUR AND ATTITUDE OF INDIVIDUALS. International Journal of Advanced Research (IJAR), 14.

Jin, S. V., Muqaddam, A., & Ryu, E. (2018). Instafamous and social media influencer marketing. Marketing Intelligence & Planning © Emerald Publishing Limited, 10.

Kelly, J., St Lawrence, J., Stevenson, L., Hauth, A., Kalichman, S., & Diaz, Y. (1992). Community AIDS/HIV risk reduction: The efects of endorsements by popular people in three cities. American Journal of Public Health.

Kim, J. (2005). Parasocial interaction with favorite television characters. Korean Journal of Broadcasting and Telecommunication Studies.

Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Manag. Res. Rev.

Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research.

Lexico.com. (2020, 20 19). Meaning of vlogger in English:. Retrieved from Lexico.com: https://www.lexico.com/definition/vlogger

Lim, X., Radzol, A., Cheah, J.-H., & Wong, M. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian J. Bus. Res., vol. 7, no. 2, pp. 18–36.

Lusiah, Halim, L. T., & Noviantoro, D. (2017). The Effect of Endorsement and Brand Image on Purchase Decision of Online Culinary Product. Advances in Economics, Business and Management Research (AEBMR), 4.

Malhotra, N., & Peterson, M. (2006). Basic Marketing Research: A Decision-Making Approach (2nd edn). New Jersey: Prentice Hall.

Marina, S. R., & Herrerodiz, P. (2016). UNBOXING AND BRANDS: YOUTUBERS PHENOMENON THROUGH THE CASE STUDY OF EVANTUBEHD. Prisma Social.

Morwitz, V. (2014). Consumers’ Purchase Intentionsand their Behavior. Foundations and Trends in Marketing.

Nam, L. G., & Dân, H. T. (2018). Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention 5, 4.

Nunnally, J. (1979). Psychometric Theory: Second Edition. Appl. Psychol. Meas.

Ohanian, R. (1990). Construction and Validation of a Scale to MeasureCelebrity Endorsers' Perceived Expertise,Trustworthiness, and Attractiveness. Journal of Advertising.

Park, S. (2009). Acceptance process of word-of-mouth on internet consumer community. Yonsei University.

PEW Research Center. (2019, 04 10). Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018. Retrieved from Pewresearch.org: https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/

Posavac, S., Sanbonmatsu, D., Seo, J., & Iacobucci, D. (2014). How Attitudes Toward ProductCategories Drive Individual BrandAttitudes and Choice. Psychology and Marketing,.

Poturak, M., & Softic, S. (2019). Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity. Eurasian Journal of Business and Economics.

Ringle, C., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. SmartPLS GmbH.

Rosa, F. (2006). What Determines the Consumers' AttitudesToward a New Product. Journal of International Food & Agribusiness Marketing.

Sekaran, U., & Bougie, R. (2016). Research methods for business, 7th ed. Wiley.

Sharma, B., Harker, M., & Harker, D. (2009). Living independently and the impact on young adult eating behaviour in Germany. British Food Journal.

Simonson, I. (2016). Imperfect Progress: An Objective Quality Assessment of the Role of User Reviews in Consumer Decision Making, A Commentary on de Langhe, Fernbach, and Lichtenstein. Published by Oxford University Press on behalf of Journal of Consumer Research, 6.

Snickars, P., & Vonderau, P. (2009). The Youtube Reader. Stockholm.

Sokolova, K., & Kefi, H. (2019). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 9.

Sreejesh, S. (2014). Business Research Methods – An Applied Orientation. New York: Springer.

Sui, L., & Ke, X. (2015). Intension Analysis of User News Sharing in Social Media. Springer-Verlag Berlin Heidelberg.

Wangenheim, F., & Bayón, T. (2004). The efect of word of mouth on services switching: Measurement and moderating variables. European Journal of Marketing.

Yin, X., Wang, H., Xia, Q., & Gu, Q. (2019). How Social Interaction Affects Purchase Intention inSocial Commerce: A Cultural Perspective. MDPI Sustainability.

Yuksel, H. F. (2016). Factors Affecting Purchase Intention in Youtube Videos. Research Gate, 7.

Yun, G. (2000). Efects of negative political advertising : The roles of political involvement and candidate credibility in the development of voter cynicism. The Korean Journal of Advertising.

Yunus, N., Rashid, W., Ariffin, N., & Rashid, N. (2014). Muslim's Purchase Intention Towards Non-Muslim's Halal Packaged Food Manufacturer. Procedia - Social and Behavioral Sciences.

Downloads

Published

2021-09-06

How to Cite

Wibisono, D. A., Jesllyn, D. ., Shahreza, M. S. ., & Prasetyaningtyas, S. W. . (2021). The Effect of Food Vlogger’s Attribute on Purchasing Intention of Culinary Product in Jakarta, Bogor, Depok, Tangerang and Bekasi. EPH - International Journal of Business &Amp; Management Science (ISSN: 2208-2190), 7(9), 01–12. Retrieved from https://ephjournal.org/index.php/bms/article/view/1828