FOODSTAGRAM ENDORSEMENT AND BUYING INTEREST IN CAFÉ / RESTAURANT

Authors

  • Kwee Nadia Vercellia King Economy and Business Faculty, Universitas Kristen Satya Wacana, Diponegoro No. 52–60 Salatiga 50711,
  • Eristia Lidia Paramita Economy and Business Faculty, Universitas Kristen Satya Wacana, Diponegoro No. 52–60 Salatiga 50711,

:

https://doi.org/10.9744/jmk.18.2.100–110

Keywords:

Endorsement, foodstagram, intention to buy

Abstract

Numbers of food businesses exist in contemporary time. They make the businessmen engaged in the same field have to be creative in the marketing to be more attractive to public. One creative idea is through endorser in foodstagram Instagram. The study aimed to determine the influence of endorser foodstagram (Ty-pical-person endorser) toward customers buying interest. The dimensions of the endorser were used in this study consisted of the visibility, credibility, attractiveness, and power. It used 125 respondents and multiple regressions to determine the effect of each dimension used. The endorser foodstagram (Typical-person en-dorser) effected on buying interest. However, when the endorser dimensions were tested individually, there were only two dimensions that influence the buying interest, which were attractiveness and power.

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Published

2016-09-01

How to Cite

Vercellia King, K. N., & Lidia Paramita, E. (2016). FOODSTAGRAM ENDORSEMENT AND BUYING INTEREST IN CAFÉ / RESTAURANT. Jurnal Manajemen Dan Kewirausahaan, 18(2), 100–110. https://doi.org/10.9744/jmk.18.2.100–110

Issue

Vol. 18 No. 2 (2016): SEPTEMBER 2016

Section

Articles

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