The Impact of Food Vlogger Review on Purchase Intention Toward Food Product

Abstract

The advancement of technology facilitates social media users to generate food reviews through social media, namely food vloggers. This research aims to understand how food vlogger affects the purchase intention towards food product being reviewed by them. This study uses the Source Credibility Model framework to explore how the food vlogger review influences the viewers' purchase intention. The data was collected through an online questionnaire with 276 respondents, using the quantitative method and judgmental sampling techniques. The data was analyzed using the PLS-SEM statistical method. The result shows that attractiveness, trustworthiness, and expertise as independent variables are significantly correlated to consumer attitude as a mediating variable. Nevertheless, the other latent variable, which is the significant correlation between brand-influencer personality congruence and consumer attitude, is rejected. Furthermore, consumer attitude has been shown to have a mediating effect and a significant correlation with purchase intention as a mediator of independent variables. As a result, the findings of this study will provide useful information for the readers, food brands, and food vloggers to develop their marketing strategies.

Keywords: Food Brand, Food Vlogger, Purchase Intention, Social Media