Consumer Attitude toward Purchase Intention of Culinary Product’s through Video-Based Social Media: A Deductive Exploratory Studies in Bandung City

Authors

  • Lukni Burhanuddin Ahmad Faculty of Economics and Business, Jenderal Achmad Yani University, Indonesia
  • Eka Septiarini Faculty of Economics and Business, Jenderal Achmad Yani University, Indonesia
  • Dhennies Ariel Aru Satriawan Faculty of Economics and Business, Jenderal Achmad Yani University, Indonesia
  • Raihan Elian Aas Faculty of Economics and Business, Jenderal Achmad Yani University, Indonesia

DOI:

https://doi.org/10.12695/ajtm.2023.16.3.2

Keywords:

Attitude, Purchase Intention, Short Video, Digital Platform, Social Media

Abstract

In today's digitalization era, promoting products using social media has become the primary strategy to accelerate business growth, especially promotion. With the emergence of various short video-based social media platforms, information can rapidly spread through a solid and short video duration. For many content creators, a short video can call crowds faster than other types of data transmissions, such as text, pictures, or traditional video. Millions of views can be gained in a matter of days. The video that gains high exposure is not always because of the celebrity or famous person; it is more of the quality of the content itself. One of the most popular themes is related to culinary products. Bandung, recognized as a city of culinary in Indonesia, has many content creators that create food promotional videos. Some of them have millions of followers that advocate for their followers to try and purchase the food. This phenomenon raises questions to be revealed, becoming the background for this research. This study aimed to determine the variables causing interest in purchasing culinary products in Bandung through Short Video-Based Social Media. Thus, this study contributes to theory development, business practice, and digital marketing through short videos posted on various social media platforms. The method used in this research is deductive exploratory research as a methodological approach that investigates the micro-conceptual framework of working hypotheses that have not been studied in-depth with qualitative data collection techniques using data collection techniques with in-depth interviews (IDI) and focus group discussions (FGD). Online to specific individuals and groups. As a result, seven of eight factors are considered to independently influence intention to purchase culinary products towards SVBSM by the respondents: perceived ease of use, perceived usefulness, consumer personality characteristics, retail, commercial images, product features, attractiveness, and trustworthiness. 

Downloads

Download data is not yet available.

References

dams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly, 16(2), 227–247. doi: 10.2307/249577

Agarwal, R., & Karahanna, E. (2000). Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage. MIS Quarterly, 24, 665–694. doi: 10.2307/3250951

Akyildiz, S. T., & Ahmed, K. H. (2021). An Overview of Qualitative Research and Focus Group Discussion. International Journal of Academic Research in Education, 7(1). https://doi.org/10.17985/ijare.866762

Al-Emran, M., Arpaci, I., & Salloum, S. A. (2020). An empirical examination of continuous intention to use m-learning: An integrated model. Education and Information Technologies, 25(4), 2899–2918. doi: 10.1007/s10639-019-10094-2

Alhidari, A., & Almeshal, S. (2017). Determinants of Purchase Intention in Saudi Arabia: A Moderating Role of Gender. British Journal of Economics, Management & Trade, 17(2), 1–10. doi: 10.9734/bjemt/2017/32793

Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209–234. doi: 10.1080/02650487.2008.11073052

Babbie, E. (2007). The practice of social research (11th Editi). Thompson Wadsworth.

Balakrishnan, J., & Foroudi, P. (2019). Does Corporate Reputation Matter? Role of Social Media in Consumer Intention to Purchase Innovative Food Product. Corporate Reputation Review, 23. doi: 10.1057/s41299-019-00078-w

Bashir, A., Bayat, A., Olutuase, S., & Abdul latiff, Z. (2018). Factors affecting consumers' intention towards purchasing halal food in South Africa: a structural equation modelling. Journal of Food Products Marketing, 25, 1–23. doi: 10.1080/10454446.2018.1452813

Bhatt, N., Mjayswd, R., & Patei, D. (2008). Impact of Celebrity Endorser' s Source Credibility on Attitude Towards Advertisements and Brands. 20(4), 74–96.

Bump, P. (2020). The 5 Types of Social Media and Pros & Cons of Each. Blog.Hubspot.Com. https://blog.hubspot.com/marketing/which-social-networks-should-you-focus-on

Casula, M., Rangarajan, N., & Shields, P. (2021). The potential of working hypotheses for deductive exploratory research. Quality and Quantity, 55(5), 1703–1725. doi: 10.1007/s11135-020-01072-9

Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 3(4). doi: 10.31014/aior.1992.03.04.298

Chiu, Y., Lin, C., & Tang, L. (2005). Gender differs: assessing a model of o

Downloads

Submitted

2023-11-03

Accepted

2024-03-06

Published

2023-12-30

How to Cite

Ahmad, L. B., Septiarini, E., Satriawan, D. A. A., & Aas, R. E. (2023). Consumer Attitude toward Purchase Intention of Culinary Product’s through Video-Based Social Media: A Deductive Exploratory Studies in Bandung City. The Asian Journal of Technology Management (AJTM), 16(3), 168–188. https://doi.org/10.12695/ajtm.2023.16.3.2

Issue

Section

Articles