THE EFFECT OF FOOD VLOGGER’S ATTRIBUTE ON PURCHASING INTENTION OF CULINARY PRODUCT IN JAKARTA, BOGOR, DEPOK, TANGERANG AND BEKASI
DOI:
https://doi.org/10.53555/eijbms.v7i3.123Keywords:
Food Vlogger's Attribute, Physical appearance, Expertise, Trust worthines, Social Attractiveness, Attitude Toward Products, Content Sharing Intention, Purchase IntentionAbstract
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
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