Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2019

Exploring Food Blogger Influence on Consumer Culinary Attitude and Behavioral Intention

Skripsi, 019 / 2019 / IM
Undergraduate Theses from JBPTPPOLBAN / 2019-11-29 14:09:09
Oleh : Raden Moch. Rafly Hilmiawan - 155264023 (
Dibuat : 2019-11-29, dengan 4 file

Keyword : Food bloggers, technology acceptance model, eWOM


Deskripsi Alternatif :

Today the internet has helped a lot of human activities and work. In addition, more information disseminated through the internet. One of the frequently used sources of information is blogs. The use of blogs has penetrated into various fields; one of them is the culinary field. A food blogger is someone who shares information about culinary destinations through media blogs. This research was conducted to determine the effect of food bloggers to consumer culinary attitude and behavioral intention by adapting the Technology Acceptance Model (TAM). The Technology Acceptance Model variables that used in this research are perceived usefulness, attitude, and behavioral intention. The other variable such as trust and eWOM is additional variable based on the past studies. In addition, this research looks at viewer perceptions of food bloggers and differences through the platforms used. Data were taken from 401 respondents who have viewed the content of food bloggers. Then this study using SEM-PLS as a tool for analyzing data. The results showed that the viewers had a good perception of food bloggers. In addition, there is only one rejected hypothesis, trust toward behavioral intention, while the other is accepted. The results of the multi-group analysis show that there is one difference between YouTube and Instagram viewers. The difference occurs in electronic word-of-mouth towards attitude. Based on the results of the study, the outcome is the use of food bloggers to review culinary destination via culinary application. Output is made to foster the development of the culinary business. Keywords: Food bloggers, technology acceptance model, eWOM.

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  • Supervisor: Dr. Lusianus Kusdibyo, MBA., Editor: Erlin Arvelina