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All Journal International Journal Administration, Business & Organization
Dewi Anggraeni
Politeknik Negeri Bandung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Dampak Food Vlogger terhadap Minat Beli Konsumen di Kalangan Mahasiswa Bandung Raya, Indonesia Dewi Anggraeni
International Journal Administration, Business & Organization Vol 3 No 1 (2022): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.22.340

Abstract

The aim of this research is to conduct an analysis of the factors that play a role in influencing students' buying interest in the Greater Bandung area, Indonesia. In its implementation, this research involved a total of 100 respondents as research samples. The method used is a quantitative descriptive approach, and the data collected is then analyzed using statistical techniques such as regression, correlation and descriptive approaches. The results of this research explicitly show that the impact of the presence of food vloggers has a significant simultaneous influence on students' buying interest of 47.2%. Regression, correlation and descriptive analyzes help describe and understand the complex relationships between the variables involved in the context of student buying interest. Therefore, it can be concluded that the existence of food vloggers as a whole plays an important role in shaping the preferences and purchasing decisions of students in the Greater Bandung area.
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