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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Deani Nabila Faiza
Politeknik Negeri Jakarta

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Pengaruh Emotional Appeal dan Perceived Credibility terhadap Perilaku Konsumen di Industri F&B dengan Food Vlogger @codebluuuu sebagai Variabel Intervening Deani Nabila Faiza; Syamsurizal; Wahyudi Utomo
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This study aims to analyze the influence of emotional appeal and perceived credibility on consumer behavior in the food and beverage (F&B) industry with food vlogger @codebluuuu as an intervening variable. Quantitative methods with an explanatory approach were used in this study. Data were collected by distributing questionnaires to 200 respondents who were active TikTok users aged 18-40 years and domiciled in the South Jakarta area. The data analysis technique was carried out using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method to test the relationship between variables. The results showed that emotional appeal and perceived credibility were directly and negatively significant on consumer behavior. Conversely, both have a significant and positive influence on consumer behavior when conveyed through food vloggers. This shows that food vloggers are able to mediate the influence of emotional appeal and perceived credibility more effectively. This study provides theoretical and practical implications regarding the effective role of food vloggers in transforming emotional appeal and credibility into encouragement of consumption behavior, as well as providing important contributions to more targeted communication strategies for F&B industry players
Co-Authors Syamsurizal Wahyudi Utomo