PENGARUH TERPAAN KONTEN TIKTOK @ANAKBUKDANI TERHADAP MINAT BELI PRODUK MAKANAN PADA FOLLOWERS
DOI:
https://doi.org/10.71287/elhikmah.v24i15,%20Januari.673Keywords:
Culinary Content, Purchase Intention, Social Media, TikTok, Media ExposureAbstract
This study aims to determine the effect of exposure to TikTok content from the account @anakbukdani on followers’ purchase intention toward food products. The rapid growth of TikTok as a social media platform has encouraged the emergence of culinary content creators who influence consumer behavior through visual and persuasive content. This study employed a quantitative approach with an associative research design. The population consisted of 113,400 followers of the TikTok account @anakbukdani. A sample of 100 respondents was selected using the Slovin formula and purposive sampling technique. Data were collected through questionnaires and analyzed using simple linear regression with SPSS. The results showed that exposure to TikTok content has a positive and significant effect on purchase intention. The significance value obtained was 0.000, which is lower than 0.05. Furthermore, the coefficient of determination (R²) was 0.792, indicating that 79.2% of the variation in purchase intention is explained by exposure to TikTok content, while the remaining 20.8% is influenced by other factors outside the study. These findings confirm that the frequency, duration, and attention given to TikTok culinary content significantly contribute to increasing followers' purchase intention toward food products.
Downloads
References
Aptaguna, A., & Pitaloka, E. (2016). Pengaruh kualitas layanan dan harga terhadap minat beli jasa Go-Jek. Widyakala Journal, 3, 49–56.
Haya, A. N. A., & Hidayati, U. (2022). Pengaruh terpaan media sosial pada akun TikTok Jogjafoodhunter terhadap minat beli konsumen. Medium, 10, 122–134.
Khasanah, O. N. (2024). Manajemen distribusi dan audiens: Strategi distribusi konten media, segmentasi audiens dan personal konten, algoritma media sosial dan dampaknya pada persebaran informasi. Amerta: Jurnal Ilmu Sosial dan Humaniora, 4(3), 135–145.
Kriyantono, R. (2014). Teknik praktis riset komunikasi. Prenada Media.
Mahendra Ardiansyah, W. (2023). Peran teknologi dalam transformasi ekonomi dan bisnis di era digital.
Marta, R. F., & William, D. M. (2016). Studi terpaan media pemasaran melalui posting Instagram terhadap ekuitas merek pelanggan Sumoboo! (Analisis eksplanatif pada komunitas food blogger #WTFoodies). Jurnal Komunikasi, 8(1), 68–82.
Michelle, A., & Susilo, D. (2021). Pengaruh eksposur media sosial Instagram terhadap keputusan pembelian (Purchase Decision).
Sangadji, F. A. P., Fitri, A. C. S., Sitanggang, D. A., Hidayat, R., & Ikaningtyas, M. (2024). Media sosial TikTok sebagai platform untuk pengembangan bisnis di era digital. KARYA: Jurnal Pengabdian Kepada Masyarakat, 4(1), 1–7.
Satria, R. A., Suharyono, & Alfisyahr, R. (2017). Pengaruh terpaan media sosial Instagram dan perceived value terhadap keputusan pembelian. Jurnal Administrasi Bisnis, 50(2), 210–216.
Shahnaz, N. B. F., & Wahyono. (2016). Faktor yang mempengaruhi minat beli konsumen di toko online. Management Analysis Journal, 12(1), 37–60.
Solihin, D. (2020). Pengaruh kepercayaan pelanggan dan promosi terhadap keputusan pembelian konsumen pada online shop Mikaylaku dengan minat beli sebagai variabel intervening. Journal Mandiri: Ilmu Pengetahuan, Seni, dan Teknologi, 4(1), 38–51.
Susanto, Y., & Realize. (2022). Pengaruh kualitas pelayanan dan kualitas produk terhadap minat beli konsumen pada PT Ndexindo Mandiri Indonesia. ECo-Buss, 35(7), 127–146.
