THE INFLUENCE OF FOODSTAGRAM ENDORSEMENT TOWARDS CONSUMER ATTITUDE AND PURCHASE INTENTION (A STUDY OF JOGJAFOODHUNTER INSTAGRAM ACCOUNT)

Adi, Aloysia Danni Novena (2021) THE INFLUENCE OF FOODSTAGRAM ENDORSEMENT TOWARDS CONSUMER ATTITUDE AND PURCHASE INTENTION (A STUDY OF JOGJAFOODHUNTER INSTAGRAM ACCOUNT). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The objective of this research is to investigate the influence of foodstagram endorsement towards consumer attitude and purchase intention in Indonesia. The respondent of this research are Indonesian young adult (15 – 40 years old) who owns Instagram and have ever seen culinary advertisements from Jogjafoodhunter Instagram account with the total amount of 153 respondents. This research uses Multiple-Regression, Path Analysis, and descriptive statistics which are analyzed using SPSS. Based on the analysis done in the current study, the result shows that two of the foodstagram endorsement elements, which are source of attractiveness and source of credibility significantly influence consumer attitude. Other than that, source of attractiveness and consumer attitude significantly influence the purchase intention. Consumer attitude also mediates the relationship of both source of attractiveness and source of credibility towards purchase intention. Meanwhile, source of credibility doesn’t have a significant influence xiii towards purchase intention and product congruency shown to have no significant influence towards both consumer attitude and purchase intention.

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