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Journal : Journal of Innovation Research and Knowledge

ANALISA PENGARUH FOOD VLOGGER DAN DIGITAL MARKETING TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND AWARENESS Rita, Rita; Sonia Hendrawati; Ana Yanovi
Journal of Innovation Research and Knowledge Vol. 4 No. 8: Januari 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v4i8.9448

Abstract

As time goes by, especially in the era of globalization, the world has developed very rapidly, especially in the development of technology and the internet. One of the impacts of technological developments in the food and beverages industry, especially coffee shops which use internet platforms as a marketing base. Food vloggers have become an option for businesses to compete for consumers in the industry. This research uses quantitative methods and data collection techniques by distributing questionnaires using Google Form media and using non-probability sampling methods. The sample taken for this research was 110 respondents. Data were analyzed using structured equation modeling-partial least squares (PLS-SEM) with SmartPLS3 software. The research results show that there is a positive influence between food vloggers on brand awareness, food vloggers on purchase intention, digital marketing on brand awareness and brand awareness on purchase intention. Meanwhile, digital marketing does not have a positive influence on purchase intention. Apart from that, the brand awareness variable does not mediate the relationship between food vloggers and purchase intention, but brand awareness indirectly mediates the relationship between digital marketing and purchase intention
Co-Authors Adaninggar Septi Subekti Adha, Shultonnyck Adiningsih, Farika Dara Adyani, Kartika Aep Saefullah Afi, Bilsan Atarot Ahmadong, Ahmadong Aldio Dwitama, Aldio Alfian, Apri Ali Ali Ali Raza, Hafiz ali, Rita Alifiansyah, Fikri Amalia, Fisy Amalia Amaluddin Amaluddin, Amaluddin Ambo, Nuraisyah Amelia, Putri Amiruddin Amiruddin Amsikan, Gedrida Ana Yanovi Andi Mattulada Amir Andri Wibowo Andriani, Desi Fatimah Andriani, Puspa Sari Angela, Jessica Anisa, Nofika Anwar Us, Kasful Apriani, Hilda Apriliyanti, Esha Aprillia, Ricka AR, Rasmawati Archie, Archie Ariani, Riska Arifin, Hinaya Aulia Aryanti, Agustina Aseleo, Kurniawati Aurelia, Alyssa Ayuningsih, Nada Sahvira Ayuwaningsih, Windy Benhardo Chandra, Benhardo Br Purba, Yosa Agrevina Chandra, Wibisono Cinta Rahmi Daeng, Daeng Damaiyanti, Putri Darwanti, Dhenok darwis darwis, darwis Deliani Deliani Dermawan, Zikri Setia Devi, Gabriella Gayatri Dewi Dewi DEWI SARTIKA Dhyanasaridewi, IGA Diah Djafri, Intan Arsitia Djira, Imelda Marina Dwi Kurniati Effendi, Enggy Vistia Eka Saputra Ellyas, Aqiela Reanaldis Elvira Sitna Hajar Euis, Euis Fahlevi, Mochammad Faqih, Achmad Fatimah, Zahara Fernanda, Dhea Fernando Fernando, Fernando Fitriani Fitriani Hadriana Hadriana Hajrah, Siti Halim Tjiwidjaja Haria Saputri Hasmiati Hasmiati Herry Rachmat Widjaja Hidayah, Vanya Nafisha Husna, Syifa Iklimatul Ichsan Gaffar Ikhsan Ikhsan Imron Rosadi, Kemas Irwan, Andi Ilmi Utami Irwan, Kaleb Finney Iswinarti Iswinarti Jefik Zulfikar Hafizd Jeremia, Andre Jonathan, Neilsen K.Y. Margiati Kale, Eko Paulus Aprilianto Karyana Hutomo, Karyana Kelana, Rustam Khadijah Khadijah Kinewati, Kinewati Krisnaldy, Krisnaldy Kusumawardani, Vivi Pancasari Lailani, Evi Okli Laori, Sabran Lapa, Pisson Lapotulo, Nensi Larasati, Astrid Lena Farsiah Lestari, Zakia Ayu Liesna Andriany Lingga, Debi Marlina Lubis, Hasrita Lukman Hakim Magdalena, Emi Mahdum Maisah Maisah Marbun, Kurniawan Chandra Mardiana Mardiana Mastar Asran Mega, Mega Milian, Christina Mira Mira Moh. Tahang Mubarok, M. Zaki Muh. Arif Muhammad Arifin Murad, Murad Nafiqah, Putri Naisanu, Merita Florawati Nasution, Gusti Khairani Natalia Natalia Nduru, Muhammad Zulfadlan Nigha, Johanes Marno Nigha, Yohanes Marno Nilam Sari Ningsih, Arty Supra Noor, M. Arief Norde, Norde Nur Inayah Nurrahman, Anis Okli Lailani, Evi Oktavia, Arinda Oktavianti Oktavianti Parwati, Juliya Pristiwasa, I Wayan Thariqy Kawakibi Purnama Purnama Purwaningsih, Ega Putera, Idrisi Raliya Putri, Nevia Sefiana Putri, Zelanti Deviana R. Madhakomala Rabiah, Arbi Siti Rabiatul Adawiyah Raden Mohamad Herdian Bhakti Rana, Mohamad Regina Inderadi, Regina Regina, Tannia Retno Dewanti RIKA KARTIKA Riska Andriani Rochendi, Tedi Rr. Siti Suminarti Fasikhah Rudin M Ryani Dhyan Parashakti Safina, Nila Santika, Ganjar Sarah, Ade Sebastian, Nicky Agathon Selong, Yustina Shalsha, Yuni Siahaan, L Denny Sigit Pramono Silaban, Rudolf Sinaga, Rosita Sinaga, Rosita Siregar, Febriani SITI MARYAM Sitohang, Rony Marthin Soesanto, Slamet Son Wandrial, Son Sonia Hendrawati Sonia, Sofie SORAYA, RATNA SOVIETI, SOVIETI Suarta, I Putu Suhailah, Afifah Sulastri, Dede SYAHPUTRA, RIDWAN Tanggara, Willyam Fernando Yuel Teguh Febrianto Tohiroh, Tohiroh Tuminah Tuminah Ufi, Delsylia Usman Usman Vedanti, Kunti Ayu Verawaty Fitrinelda Silaban Wedyawati, Nelly Widyastuti, Rizky Winastasia, Novia Winowatan, Wim J Yanti, Dewi Eka Yudianto Yudianto Yuli Puji Astutik, Yuli Zakariah, Miftahul Hidayah Zulkifli, Andi Ade