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THE EFFECT OF FOOD VLOGGER’S ATTRIBUTE ON PURCHASING INTENTION OF CULINARY PRODUCT IN JAKARTA, BOGOR, DEPOK, TANGERANG AND BEKASI

Desy Jesllyn et al.

EPH-International Journal of Business & Management Science2021https://doi.org/10.53555/eijbms.v7i3.123article
ABDC C
Weight
0.44

What the paper says

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

3 citations

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https://doi.org/https://doi.org/10.53555/eijbms.v7i3.123

Or copy a formatted citation

@article{desy2021,
  title        = {{THE EFFECT OF FOOD VLOGGER’S ATTRIBUTE ON PURCHASING INTENTION OF CULINARY PRODUCT IN JAKARTA, BOGOR, DEPOK, TANGERANG AND BEKASI}},
  author       = {Desy Jesllyn et al.},
  journal      = {EPH-International Journal of Business & Management Science},
  year         = {2021},
  doi          = {https://doi.org/https://doi.org/10.53555/eijbms.v7i3.123},
}

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THE EFFECT OF FOOD VLOGGER’S ATTRIBUTE ON PURCHASING INTENTION OF CULINARY PRODUCT IN JAKARTA, BOGOR, DEPOK, TANGERANG AND BEKASI

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Evidence weight

0.44

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.23 × 0.4 = 0.09
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.