Food Blogger Review on Instagram as an Alternative Consumer Purchase Decision
Gita Tiara Puspita (a*), Heny Hendrayati (b)

a) Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi 229, Bandung 40154, Indonesia
*gitatiarap[at]upi.edu
b) Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi 229, Bandung 40154, Indonesia
henyhendrayati[at]upi.edu

Abstract

For culinary connoisseurs, they certainly will be familiar to the existence of food bloggers. Food Blogger as social media marketing especially in Instagram, used to provide reviews about culinary products. . The exist-ence of food bloggers are used by culinary businessmen. As more and more culinary businesses emerge in Bandung, they compete with unique and diverse ideas and concepts. This makes consumers confused in choosing which foods are worthy for a culinary tour. The existence of food bloggers is believed to help con-sumers to choose which place that suits their needs. This research is a quantitative research that aims to deter-mine whether there is partial influence between foods blogger reviews on Instagram toward consumer pur-chasing decisions about culinary in the city of Bandung and to find out whether there is a simultaneous influ-ence between foods blogger reviews on Instagram toward consumer purchasing decisions regarding culinary in the city Bandung. The method used is descriptive method. The sampling technique used is nonprobability sampling with incidental sampling type. The data collection is done by spreading questionnaires to 100 Insta-gram user communities who follow food blogger and live in Bandung city or frequently having a culinary tour in Bandung city. The data analysis technique used is multiple linear regression analysis. Based on t test results, context and collaboration variables significantly influence consumer purchasing decisions regarding culinary in the city of Bandung. Then, F test results show that the value of F arithmetic of 42,219 with a significance lev-el of 0.000. This means that the reviews of food bloggers on Instagram have a significant influence on con-sumer purchasing decisions toward culinary in the city of Bandung.

Keywords: Social Media Marketing, Food blogger, Consumer Purchasing Decision

Topic: Marketing Management