Pengaruh Authenticity Attributes terhadap Purchase Behavior Pengikut Food Vlogger di Media Sosial pada Usaha Kuliner

Authors

  • Sri Vandayuli Riorini Universitas Trisakti , Indonesia
  • Ratih Sri Wahyuni Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13539

Keywords:

Expertise, Sincerity, Truthful Endosement, Uniqueness, Visibility, Purchase Behavior

Abstract

Penelitian ini bertujuan menguji pengaruh Expertise, Sincerity, Truthful Endorsement, Uniqueness, Visibility, dan Purchase Behavior pada food vlogger yang mereview usaha kuliner. Metode pengambilan sampel digunakan dalam penelitian ini yakni metode non-probability sampling. Teknik pengambilan sampel adalah purposive sampling dan diperoleh 200 responden yang sering melihat review di channel YouTube food vlogger (Magdalena, Farida Nurhan, dan Nex Carlos). Metode pengumpulan data adalah survei dengan menyebarkan kuesioner melalui Google Form. Hasil penelitian memperlihatkan bahwa authenticity attributes (Expertise, Sincerity, Truthful Endorsement, dan Visibility) dapat meningkatkan Purchase Behavior pada pengikut dan dari manfaat tersebut berpengaruh positif pada Purchase Behavior.

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Published

07-02-2024

How to Cite

Riorini, S. V., & Wahyuni, R. S. (2024). Pengaruh Authenticity Attributes terhadap Purchase Behavior Pengikut Food Vlogger di Media Sosial pada Usaha Kuliner. Jurnal Pendidikan Tambusai, 8(1), 7588–7596. https://doi.org/10.31004/jptam.v8i1.13539

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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