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All Journal Trending: Jurnal Manajemen dan Ekonomi
Nurma Retno Damayanti
Universitas Tangerang Raya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Konten Digital pada Instagram @moodbite.byaren terhadap Intensi Kewirausahaan Mahasiswa Universitas Tangerang Raya Siti Berliana Lestari; Nurma Retno Damayanti; Rera Loryan; Tita Izzatul Aulia; Vini Isnaeni Nurrochmah; Sonya Trikandi; Febri Siahaan
Trending: Jurnal Manajemen dan Ekonomi Vol. 4 No. 3 (2026): Juli: Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v4i3.7436

Abstract

This study analyzes the influence of digital content on Instagram @moodbite.byaren on entrepreneurial intention of students at Universitas Tangerang Raya. Food content creators have positioned Instagram as a relevant medium for entrepreneurial inspiration among the younger generation. This study uses a quantitative method with an explanatory associative-causal survey approach, sampling 150 active students through purposive sampling. Data were collected through a Likert-scale questionnaire (1-5), literature review, and documentation. The independent variable is digital content measured through Content Quality (X1), Content Creativity (X2), Content Consistency (X3), and Visual Appeal (X4); the dependent variable is entrepreneurial intention (Y). All items are valid (r-count 0.412-0.781 > r-table 0.361) and all variables reliable (Cronbach Alpha 0.798-0.879). Multiple regression yields Y = 0.412 + 0.287X1 + 0.198X2 + 0.174X3 + 0.312X4 with R2 = 0.617 (F = 59.47; Sig. = 0.000), indicating 61.7% of variance in entrepreneurial intention is explained by digital content. Visual Appeal is the strongest predictor (b = 0.312). These findings imply that food business digital content on Instagram has significant potential as a medium for entrepreneurial inspiration and education for students.
Co-Authors Febri Siahaan Rera Loryan Siti Berliana Lestari Tita Izzatul Aulia Trikandi, Sonya Vini Isnaeni Nurrochmah