Pengaruh Food Vlogger terhadap Sikap Konsumen Makanan Jalanan Indonesia di Pangkapinang

Aditiya Pangestu; Ari Nugroho

Authors

Aditiya Dwi Pangestu Jurusan Manajemen, Fakultas Ekonomi, Universitas Bangka Belitung; Bangka, Indonesia
Ari Agung Nugroho Jurusan Manajemen, Fakultas Ekonomi, Universitas Bangka Belitung; Bangka, Indonesia

Keywords:

Food vlogger, Street food, Consumers, Attitudes towards street food

Abstract

Penelitian ini memiliki tujuan untuk mengetahui dan menganalisis pengaruh review food vlogger terhadap perilaku pembelian konsumen street food lokal Indonesia di Kota Pangkalpinang. Metodologi yang digunakan dalam penelitian ini adalah deskriptif kuantitatif dengan analisis menggunakan Partial Least Squares (PLS) dan Technology Acceptance Model (TAM) untuk menilai kegunaan aplikasi seluler, kota asli, kredibilitas, dan sikap konsumen terhadap ulasan vlogger makanan jalanan. Penelitian ini akan menentukan kelompok sasaran dan sampel yakni masyarakat di Kota Pangkalpinang yang menggunakan food vlogger review saat membeli street food Indonesia, dimana didominasi oleh Generasi Z. Hasil penelitian menunjukkan bahwa bahwa (1) Keaslian (X1) memberikan pengaruh yang pada sikap terhadap makanan jalanan (Y) dengan nilai P-Values adalah sebesar 0,005 < 0,05 sehingga H1 diterima; (2) Kredibilitas (X2) berpengaruh positif pada sikap terhadap makanan jalanan (Y) dengan nilai P-Values 0,001 < 0,05 sehingga H2 diterima; (3) Kegunaan aplikasi seluler (X3) tidak memberikan pengaruh pada sikap terhadap makanan jalanan (Y) dengan nilai P-Values adalah sebesar 0,336 > 0,05 sehingga H3 ditolak; (4) Niat menggunakan ulasan vlogger makanan (X4) memberikan pengaruh yang signifikan pada sikap terhadap makanan jalanan (Y) dengan nilai P-Values adalah sebesar 0,003 < 0,05 sehingga H4 diterima.

Kata kunci: Vlogger makanan, Makanan jalanan, Konsumen, Sikap terhadap makanan jalanan

ABSTRACT

This study aims to determine and analyze the effect of food vlogger reviews on consumer purchasing behavior of local Indonesian street food in Pangkalpinang City. The methodology used in this research is descriptive quantitative with analysis using Partial Least Squares (PLS) and the Technology Acceptance Model (TAM) to assess the usefulness of mobile applications, native cities, credibility, and consumer attitudes towards street food vlogger reviews. This research will determine the target group and sample, namely people in Pangkalpinang City who use food vlogger reviews when buying Indonesian street food, which is dominated by Generation Z. The results showed that (1) Authenticity (X1) has an influence on attitudes towards street food (Y) with a P-Values value of 0.005 <0.05 so that H1 is accepted; (2) Credibility (X2) has a positive effect on attitudes towards street food (Y) with a P-Values value of 0.001 <0.05 so that H2 is accepted; (3) The usefulness of the mobile application (X3) has no effect on attitudes towards street food (Y) with a P-Values value of 0.336> 0.05 so that H3 is rejected; (4) Intention to use food vlogger reviews (X4) has a significant effect on attitudes towards street food (Y) with a P-Values value of 0.003 < 0.05 so that H4 is accepted.

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