The online marketing of Indonesian street food in Jakarta

Briliana Vita, Tita Deitiana and Wasisto Ruswidiono

Cogent Business & Management, 2021, vol. 8, issue 1, 1996215

Abstract: Vlogging has become one of the most common platforms in recent years for capturing and sharing personal thoughts, ideas and opinions related to events in daily life. Indonesia’s stalls and street food are one of the major groups in food service, mainly providing meals for low to middle income consumers. Due to pandemic, sales at these merchants have reduced significantly. Many street food sellers have had to temporarily close their business which mostly was their only family income. By consulting a food vlogger, consumers feel it is easier to choose food products and the value of these foods is increased. Therefore, there is a critical need to study Indonesian consumers’ purchasing behavior of Indonesian local street food influenced by vloggers. This study aims to review and analyses the purchasing behavior of Indonesian local street food consumers using the technology acceptance model (TAM), and to examine the effect of mobile app usefulness, authenticity, credibility, and Millennial attitudes towards online food vlogger reviews during the pandemic. The study used quantitative method to collect and analyses the data. Smart PLS 3.0 software has been utilized as a tool for analyzing the data. PLS facilitated the researchers’ ability to initiate the synchronous calculation of intricate interrelationships in associating multiple numbers of constructs and indicators that possess direct, indirect, or mediating relationships. PLS measures correlations among latent variables by outlining the parameters for the equations in the path model and merging prime component analysis. The results of the study showed that there are positive findings of the use of mobile devices while seeking information from online food vlogger reviews. In conclusion, the effectiveness of using mobile devices such as smartphones is due to the YouTube platform, especially food vlogger content. It can be a recommendation to fulfill the desire to experience authentic experiences, with the interaction between the food vloggers and their audience in the comment column. Credibility affects the consumers’ values and attitudes towards the product being reviewed. The credibility characteristic of a source has long been believed to be able to influence a person’s behavior to increase the trustworthiness and accuracy of a message or information to be conveyed to a consumer, especially for food and beverage services that have not been tried before.

Date: 2021
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DOI: 10.1080/23311975.2021.1996215

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