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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Pengabdian Masyarakat Indonesia (JPMI) Safari : Jurnal Pengabdian Masyarakat Indonesia Masyarakat Mandiri: Jurnal Pengabdian Dan Pembangunan Lokal
Cici Puspaningrum
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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THE INFLUENCE OF VISUAL AND AUDIOVISUAL INTERACTION OF INSTAGRAM CONTENT ON VISITORS' INTEREST IN KUPIE THAMRIN CULINARY CAFE Ayunda Safitri; Fatia Amanda; Willy Cahyadi; Cici Puspaningrum
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 4 (2025): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i4.3629

Abstract

This study aims to analyze the effect of visual and audiovisual interaction of Instagram content on visitor interest in Kuliner Kupie Thamrin Cafe. Using a quantitative approach, data was collected through questionnaires from 96 respondents who had interacted with the cafe's Instagram content. Outer Model Analysis was carried out to analyze the validity and reliability of the instrument and Inner Model Analysis was carried out to analyze the structural model and then hypothesis testing and simultaneous tests were carried out. The results showed that audiovisual interaction significantly influenced visitor interest but there was no significant influence between visual interaction and visitor interest. However, simultaneously visual and audiovisual variables have a significant effect on visitor interest with a calculated F value of 59.042 which is greater than Ftable (3.09) at α = 0.05.
Co-Authors Ayu Zurlaini Damanik Ayunda Safitri Bayu Arif Prabudi Bobby Hartanto Cahyadi, Willy Cindy Synthya Br Tarigan Daniel Collyn Didik Gunawan Donald Frensius Pasaribu Fatia Amanda Fitrianingsih Fitrianingsih Joni Kumala Vera Dewi Murbanto Sinaga Nada Nabilah Rapat Piter Sony Hutauruk Rika Surianto Zalukhu Rika Surianto Zalukhu Sri Winda Hardiyanti Damanik Suci Etri Jayanti Suci Etri Jayanti S Suwadi Suwadi Syafrizal, Rodi Yenni Mariani Sinurat Yomeini Margareth Sagala