Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL LENTERA BISNIS
Marchella C. T. Makabori Ang
Universitas Caritas Indonesia
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH INFLUENCER KULINER TIKTOK DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UMKM KULINER DI MANOKWARI Marchella C. T. Makabori Ang; Roberth Kurniawan Ruslak Hammar; Febianus Heatubun
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2334

Abstract

The rise of food influencers on TikTok has fundamentally altered how consumers discover and select food products, including within Manokwari's increasingly dynamic culinary MSME ecosystem. This study examines the partial and simultaneous effects of TikTok food influencer and brand awareness on consumer purchase decisions at culinary MSMEs in Manokwari. Employing a quantitative descriptive-associative approach with multiple linear regression, data were gathered from 100 respondents selected through purposive sampling using Likert-scale questionnaires. Respondents were consumers who had purchased culinary MSME products in Manokwari following exposure to TikTok food influencer content. Results show that: (1) TikTok food influencer positively and significantly affects purchase decisions (β=0.453; t=5.217; sig=0.000); (2) brand awareness positively and significantly affects purchase decisions (β=0.327; t=4.186; sig=0.000); (3) both variables jointly exert a significant effect (F=94.137; sig=0.000) with R²=0.659. TikTok food influencer proves to be the more dominant variable. These findings highlight the importance of collaboration between culinary MSMEs and local TikTok influencers as an effective digital marketing strategy, alongside the need to strengthen brand awareness through consistent brand identity and active digital platform presence.
Co-Authors Febianus Heatubun Roberth Kurniawan Ruslak Hammar