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Journal : Journal of Enterprise and Development (JED)

Exploring the impact of TV advertising and social media influencers in culinary marketing Timothy, Chelsy Angelia; Shinta, Shinta; Fransiska, Fransiska; Angelita, Fifi
Journal of Enterprise and Development (JED) Vol. 6 No. 1 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i1.8934

Abstract

Purpose — This quantitative research aims to analyze and determine the impact of TV advertising and social media influencer endorsements on buying interest in the culinary field.Method — This research is quantitative in nature, focusing on individuals in Indonesia who utilize and watch digital TV. The research population includes those who meet the specified criteria. A total of 113 respondents participated, and primary data was collected through online questionnaires. The data analysis employed regression techniques.Result — As a result of this study, both social media influencers and TV advertising have been found to positively and significantly influence buying interest.Novelty  — This research is pioneering in  examination of digital TV advertising within the culinary field, and it extends its scope by investigating the widely used advertising medium of social media influencers.
Exploring the impact of TV advertising and social media influencers in culinary marketing Timothy, Chelsy Angelia; Shinta, Shinta; Fransiska, Fransiska; Angelita, Fifi
Journal of Enterprise and Development (JED) Vol. 6 No. 1 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i1.8934

Abstract

Purpose — This quantitative research aims to analyze and determine the impact of TV advertising and social media influencer endorsements on buying interest in the culinary field.Method — This research is quantitative in nature, focusing on individuals in Indonesia who utilize and watch digital TV. The research population includes those who meet the specified criteria. A total of 113 respondents participated, and primary data was collected through online questionnaires. The data analysis employed regression techniques.Result — As a result of this study, both social media influencers and TV advertising have been found to positively and significantly influence buying interest.Novelty  — This research is pioneering in  examination of digital TV advertising within the culinary field, and it extends its scope by investigating the widely used advertising medium of social media influencers.
Co-Authors Abd. Madjid, Abd. Ade S, Robi Agus Riyanto Amita, Dita Andi Saputra Angelita, Fifi Angga Nugraha Anniez Rachmawati Musslifah Anniez Rachmawati Musslifah Apriani, Reti Ardiansyah, Fourni Azhar, Husain Azhar, Muh. Beti Musparlina bin Husen Ismail, Faisal Bin Sahimi, Mohd Shafiq David Makmur, David Dewi, Devi Cynthia Didik Gunawan Tamtomo Didik Hariyono Dina Hartini Eddy Noviana Endang Arisoesilaningsih Faiz Nur Hanum Fathia Maulida Felly Philipus Senewe Fitri Yenni Fransiska Fransiska Harison, Nunu Hayani, Afrida Horison, Nunu Idu, Cicirosnita J. Jci Submit, Yuli Erlina Khairina, Nasa Kristina Everentia Ngasu Kurnia, Amin Lazuardi, Dedy Letelay, Alfons Maryono Lilis Suryani M. Suud, Fitriah Maghfour, Mochammad Dawam Mahroji, Mahroji Maliki, Sultan Manalu, Helper Sahat Parulian Marlena, Feni Marta, Shinta Masfufah, Dian Siti Mira Rizkiana Safitri Mirawati Mirawati Muammar Rinaldi Mugi Wahidin Mutiara, Septy Na'imah, Tri Nashoka, Nashoka Nilawati Nilawati Nina Chairina Ningsih, Siska Ayu Novega, Miki Kurnia Fitrizah Novega, Novega Novitasari, Deltari Novitasari, Desy Oktavianti, Rike Aldela Partino Partino, Partino Podesta, Ardiana Putri, Dhian Riskiana Rachmawati Musslifah, Anniez Ratih Puspita Febrinasari Rendi Febriyansyah, Rendi Riswan Riswan Rozi, Veby Fransisca Rozy, Veby Fransisca Sabrawi, Sabrawi Serafinah Indriyani Serli Marlina Sholawati, Sholawati Sitti Aminah Sri F, Yunita Subang, Yulius Sucita Lestari Natalina Sultan Isnansyah Fazri Supratman Sukowati Susilowati, Shinta Suud, Fitriah M. Syamilah, Syarifah Syamsuddin, Mega Laksmini Tera, Hendra Timothy, Chelsy Angelia Tobing, Kristina L Willyanis, Willyanis Windadari Murni Hartini Yuli Andriani Yulianto, Sherly Putri Yunita Yunita Zariul Antosa