Pengaruh Informative Value dan Influencer Expertise terhadap Purchase Intention pada Produk Kuliner
DOI:
https://doi.org/10.30872/jkin.v22i2.15445Keywords:
Kualitas Informasi, Keahlian Influencer, Minat BeliAbstract
Salah satu strategi yang efektif dalam pemasaran digital dalam industri kuliner adalah kolaborasi dengan food vlogger yang memiliki kredibilitas dalam memberikan ulasan makanan. Penelitian ini bertujuan untuk menganalisis pengaruh informative value dan influencer expertise dalam konten ulasan kuliner akun Instagram @Smrfoodies terhadap purchase intention audiensnya. Metode penelitian yang digunakan adalah kuantitatif dengan teknik purposive sampling yang melibatkan 100 responden, yakni pengikut akun @Smrfoodies. Pengumpulan data dilakukan melalui kuesioner online dengan skala Likert 5 poin. Hasil penelitian menunjukkan bahwa baik informative value maupun influencer expertise berpengaruh positif dan signifikan terhadap purchase intention. Hal ini mengindikasikan bahwa semakin tinggi kualitas informasi dan keahlian influencer dalam menyajikan ulasan kuliner, semakin besar minat beli audiens terhadap produk yang diulas. Penelitian ini diharapkan dapat memberikan wawasan bagi pelaku usaha kuliner dalam memanfaatkan food vlogger sebagai media promosi yang efektif di era digital
References
Akbar, T. S., Fitrah, Y., & Rafli, M. (2023). Pengaruh Persepsi Harga, Persepsi Kualitas, dan Loyalitas Merek Terhadap Minat Beli pada Toko Online Shopee. Musytari: Neraca Manajemen, Akuntansi dan Ekonomi, 3(2), 61–70. https://doi.org/10.8734/musytari.v3i2.1655
Andri. (2023). How Many Influencers are There in 2023. Dipetik Agustus 14, 2024, dari Trendhero.io. https://trendhero.io/blog/how-many-influencers-are-there/
Ardianti & Widiartanto. (2019) Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Oembelian melalui Marketplace Shopee. (Studi pada Mahasiswa Aktif FISIP Undip), Jurnal Ilmu Adminstrasi Bisnis, vol. 8, pp. 55-66.
Arohman. (2019). Faktor-Faktor yang Mempengaruhi Minat Beli Konsumen untuk Berbelanja di Pasar Tradisional Sendang Agung Lampung Tengah. Jurnal Ilmiah Ekonomi Manajemen 10–20.
Badan Pusat Statistik Indonesia. (2022). Statistik Penyedia Makan Minum 2022. Badan Pusat Statistik, 6, 2023, 26.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and Consequences of Opinion Leadership. Journal of Business Research, 117, 510-519.
Chacourre, I., & Gogan, W. (2018). Impacts of Gratifications on Consumers ’ Emotions and Continuance Use Intention : An Empirical Study of Weibo in China. Sustainability, MDPI. vol. 10(9), pages 1-20, September. https://doi.org/10.3390/su10093162
Dewanthi, Desyra Sukma. (2024). The Effectiveness of Food Vlogger Review on Purchase Intention Toward Food Product (Study on Mega Influencer). Business Economic, Communication, and Social Sciences Journal. Vol 6 No. 1 (2024) https://doi.org/10.21512/becossjournal.v6i1.10483
Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), “Effects of price, brand, and store information on buyers’ product evaluations”, Journal of Marketing Research, Vol. 28 No. 3, pp. 307-319, doi: 10. 1177/002224379102800305.
Effendy, Onong (2015). Ilmu Komunikasi Teori & Praktek. Bandung: PT Remaja Rosdakarya
Fauzi, Ahmad (2022). Metodologi Penelitian, Jawa Tengah: Pena Persada.
Ferdinand, Augusty (2006). Metode Penelitian Manajemen: Pedoman Penelitian untuk Skripsi, Tesis dan Disertasi Ilmu Manajemen, Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.hanifat.
Hanifati, A. N. (2015). The Impact of Food Blogger Toward Consumer’s Attitude and Behavior in Choosing Restaurant. International Journal of Humanities and Management Services, 3(3), 149-154.
Hariyanti, Novi Tri and Wirapraja, Alexander (2018) Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Jurnal Eksekutif, 15 (1). pp. 133-146. ISSN 1829-7501.
Hausman, A. V., & Siekpe, J. S. (2009). The Effect of Web Interface Features on Consumer Online Purchase intentions. Journal of Business Research, 62(1), 5-13.
Hovland, Carl I., Irving K. Janis, and Harold H., Kelley (1953), Communication and Persuasion, New Haven, CT: Yale University Press.
Hsu., H, and Tsou., H (2011). Understanding Customer Experiences in Online Blog Environments. International Journal of Information Management, December 2011, Pages 510-523. https://doi.org/10.1016/j.ijinfomgt.2011.05.003.
Hwang, K., & Zhang, Q. (2020). Influence of Parasocial Relationship Between Digital Influencers and Their Followers on Followers Purchase and Electronic Word-Of-Mouth Intentions, and Persuasion Knowledge. Computers in Human Behavior, 108, 106361.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567-579.
Kemp, S. (2024). Digital 2024: Indonesia. Dipetik Agustus 12, 2024, dari Datareportal.com: https://datareportal.com/reports/digital-2024-indonesia
Lee, C.S. and Ma, L. (2012), “News sharing in social media: the effect of gratifications and prior experience”, Computers in Human Behavior, Vol. 28 No. 2, pp. 331-339, doi: 10.1016/j.chb.2011. 10.002.
Lee., Y, Hsu, M., Chang, C., & Chu, K., (2014). Determinants of Repurchase intention in Online Group-Buying: The Perspectives of DeLone & McLean IS Success Model and Trust. Computers in Human Behavior, 36.
Lengkawati, A. S, Saputra, T. Q. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi pada Elzatta hijab garut). Prismakom 18 (1), 33-38.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust. Journal of Interactive Advertising, 19(1).
Maderazo, L. A., Rivero, C. C., Zara, B. C. B., & Adviser, M. Q. (2024). Food Vloggers Credibility as Social Media Influencers on Food Vloggers Credibility as Social Media Influencers on Consumer Food Selection. Batangas University. July. https://doi.org/10.13140/RG.2.2.14932.82566
Marco, B., Studi, P., Pemasaran, M., Credibility, I., & Intention, P. (2021). Pengaruh Advertising Content Value dan Influencer Credibility terhadap Attitude Towards Brand dan Enrollment Intention ; Studi Kasus Glints X Career Conference Indonesia. Jurnal Strategi Pemasaran. Vol 8, No 1.
Muda, M. and Hamzah, M.I. (2021), Should I Suggest this YouTube Clip? The Impact of UGC Source Credibility on eWOM and Purchase intention, Journal of Research in Interactive Marketing, Vol. 15 No. 3, pp. 441-459. https://doi.org/10.1108/JRIM-04-2020-0072.
Mulyo, Fernando Agi. (2019), Pengaruh Kepercayaan, Kualitas Informasi Dan Harga Terhadap Keputusan Pembelian Pada Shopee. (Skripsi Sarjana, Universitas Muhammadiyyah Magelang). http://eprintslib.ummgl.ac.id/id/eprint/627
Nguyen, N., My, ThiLe, B. N., & Poolsawat, P. (2024). Food Vloggers and Their Content : Understanding Pathways to Consumer Impact and Purchase intentions. Journal of Trade Sciece. Vol. 12 No. 2, 2024. https://doi.org/10.1108/JTS-01-2024-0005.
Noor, J. (2020). Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah (4th ed.). Kencana.
Nurdin, Ismail dan Hartati, Sri (2019) Metodologi Penelitian Sosial. Media Sahabat Surabaya, Surabaya. ISBN 9786239098438
Nurhayati, H. (2024). Share of People Who Have Purchased an Item or Product Because It Was Endorsed by an Influencer in Indonesia as of May 2023. https://www.statista.com/statistics/1201127/indonesiainfluencer-impact-on-buyer-behavior/
Ohanian (1991), Construction and Validation of a Scale to Measure Celebrity Endorsers Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising. 19 (3) (1990 Oct 1) 39–52,
Permana, I. P. H., & Pratiwi, N. K. A. N. (2021). Penggunaan Media Sosial Instagram Sebagai Media Pemasaran Bisnis Kuliner pada Komunitas Online @deliciousbali. JUSTBEST : Journal of Sustainable Business and Management. 1(April), 12–18. https://doi.org/10.52432/justbest.1.1.2021.12-18.
Poorwaningsih, S. W., Fourqoniah, F., & Arsyad, A. W. (2019). Pengaruh Konten Instagram @Smrfoodies. Jurnal Ilmu Komunikasi Universitas Mulawarman. 7(1), 154–166.
Purwanto. (2004). Analisis Faktor : Konsep , Prosedur Uji Dan Interpretasi. Jurnal Teknodik Kemendikbud, 15, 153–169.
Putri, Serly Marsha & Rosmita. (2024). Pengaruh Influencer Marketing Terhadap Minat Beli Konsumen Pada Toko Sneakerspku9. Jurnal Administrasi Bisnis dan Ilmu Sosial. Vol. 2 No. 1 (2024): Maret.
Savitri, N. W. (2017). Pengaruh Celebrity Endorser Dan Iklan Melalui Media Televisi Terhadap Minat Beli Pada Tokopedia Di Denpasar. Jurnal Manajemen, 6(8), 4214–4239.
Saqufa, Ammamilha, Rosyaqotut,. Bambang, Dwi, Prasetyo., Zulkarnain. (2022). Traditional Food Orem-Orem Photo Elements Effect on Malang Foodies Instagram Towards Teenage Purchase intention. International Journal of Science and Society, doi: 10.54783/ijsoc.v4i1.423
Sekaran, U., & Bougie, R. (2020). Research Methods for Business: A Skill-Building Approach (8th ed.). Wiley.
Sinambela, Lijan Poltak dan Sarton, Sinambela (2021). Metodologi Penelitian Kuanitatif - Teori Dan Praktik. Depok: Rajawali Pers.
Soeprapto, H., & Semuel, H. (2018). Analisa Pengaruh Celebrity Endorsement Credibility pada Iklan Pocari Sweat terhadap Brand Image dan Attitude Towards The Brand. Jurnal Strategi Pemasaran, 5(2), 1–6. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/7254/6576
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Penerbit Alfabeta, Bandung. 193
Sujarweni, Wiratna. (2020). Metodologi Penelitian Bisnis & Ekonomi. Yogjakarta
Suryani dan Hendrayadi. (2015), Metode Riset Kuantitatif Teori dan Aplikasi pada Penelitian Bidang Manajemen dan Ekonomi Islam, Jakarta: Pradana Media Group.
Tanjaya, S. C., Mananeke, L., & Tawas, H. (2019). Pengaruh Kualitas Informasi, Kepercayaan Dan Kemudahan Konsumen Terhadap Keputusan Pembelian Produk Vape Di Instagram. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(4), 4935–4944.
Uzuno, E., & Kip, S. M. (2014). Brand Communication Through Digital Influencers : Leveraging Blogger Engagement. International Journal of Information Management 34, 592–602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ahmad Syafi’ul Umam, Robiansyah Robiansyah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
