Pengaruh Konten Food Vlogger Dan Peran Media Sosial Terhadap Minat Beli Pada Usaha Kuliner (Studi Pada Warung Makan Mbok Cimplek Jatipuro)

Wardani, Endah Kusuma and , Dr. Jati Waskito SE., M.Si (2021) Pengaruh Konten Food Vlogger Dan Peran Media Sosial Terhadap Minat Beli Pada Usaha Kuliner (Studi Pada Warung Makan Mbok Cimplek Jatipuro). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The food service industry takes the opportunity to develop especially in the marketing aspect because it is very important to benefit customers all over the world and expand the business in this new era of modernization. This study aims to determine the effect of the food vlogger content and the role of social media on buying interest in the culinary business of Warung Makan Mbok Cimplek Jatipuro. This research is a quantitative research. The sampling technique used is purposive sampling and incidental sampling. Data was collected by using questionnaires and observations. The data analysis method used in this study is the data instrument test, classical assumption test, and hypothesis testing obtained using SPSS. The results showed that there was an influence between the independent variable (X1 and X2) and the dependent variable (Y). From this study, it can be concluded that food vlogger content and the role of social media are effective and efficient promotional media to influence consumer buying interest because of the information obtained through content from social media.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	content, food vlogger, social media, buying interest.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ENDAH KUSUMA WARDANI
Date Deposited:	17 Aug 2021 06:44
Last Modified:	17 Aug 2021 06:45
URI:	http://eprints.ums.ac.id/id/eprint/93586

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