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All Journal Journal of Consumer Science Jurnal Pengabdian kepada Masyarakat Nusantara
Rimakka, Al Isra Denk
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Social Media Food Influencers and Follower’s Local Food Purchase Intention: A Parasocial Relationship Perspective Syarif, Rahmat; Sucipto, Kiki Reski Ramdhani; Rimakka, Al Isra Denk; Pratama, Andi Ahmad Dzaki Maheza
Journal of Consumer Sciences Vol. 10 No. 1 (2025): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.10.1.173-196

Abstract

Background: The presence of Social Media Food Influencers (SMFIs) has created a new landscape in local food tourism. Despite extensive studies focusing on the crucial role of influencer marketing through the lens of parasocial relationships, how SMFIs can foster these relationships and consequently influence their followers' intentions to purchase local food remains underexplored. Purpose: This research examines how the parasocial relationship between SMFIs and their followers influences the latter's intention to purchase local food. Method: This research employed the quantitative approach. It involved 439 active Instagram users who follow SMFIs as research respondents. They were recruited using the purposive sampling technique. Additionally, using Smart-PLS software, the Partial Least Squares Structural Equation Modeling (SEM-PLS) was applied to statistically test the data and the research hypotheses. Findings: This research reveals that influencers' content value (informative value), interaction strategy (interactivity), and credibility (expertise and attractiveness) positively and significantly influence the parasocial relationship between followers and social media food influencers (SMFIs). The results also indicate that this parasocial relationship influences followers' intention to purchase local food. Conclusion: This study highlights the critical role that food influencers play in fostering parasocial relationships, which significantly influence followers’ intentions to purchase local food. The findings reveal that the effectiveness of food influencers is largely contingent upon their ability to engage followers through informative content, interactive communication, and the establishment of perceived expertise. Research implication: The research findings offer significant implications for tourism marketers and local food business managers. Social media food influencers can be regarded as influential promoters of local food, enhancing tourists’ interest and purchase intentions through the parasocial relationships facilitated by social media.
Konten Interaktif di Instagram untuk Meningkatkan Brand Awareness PT XL Axiata TBK Sulawesi Aras, Rezty Amalia; Afrizal, Yogi Hady; Rahmawati, Aulia; Resky Ramdhani, Kiki; Salam, Muhammad Fachrul; Rijal, Syamsul; Rimakka, Al Isra Denk; Al Faqih, Shofwan; Akbar, Andi Makkulai; Darwis, Analta
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 5 No. 4 (2024): Jurnal Pengabdian kepada Masyarakat Nusantara (JPkMN) Edisi September - Desembe
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v5i4.5671

Abstract

Kegiatan ini dilaksanakan di PT. XL Axiata Tbk Sulawesi dengan tujuan untuk mengatasi permasalahan utama mitra sasaran dalam strategi digital marketing perusahaan, yaitu kurangnya konten kreatif dalam meningkatkan brand awareness. PT XL Axiata Tbk Sulawesi menghadapi tantangan dalam menghasilkan konten yang menarik dan interaktif, sehingga engagement dengan audiens di media sosial masih rendah. Untuk mengatasi permasalahan tersebut, kegiatan ini dilakukan melalui tiga tahapan metode, yaitu persiapan konten, pelaksanaan konten, dan evaluasi konten. Pada tahap persiapan, dilakukan analisis kebutuhan konten serta penyusunan perencanaan strategi digital marketing yang lebih efektif. Selanjutnya, tahap pelaksanaan mencakup produksi dan distribusi konten interaktif melalui platform Instagram dengan pendekatan yang lebih kreatif dan user-friendly. Tahap terakhir adalah evaluasi konten untuk mengukur efektivitas strategi yang telah diterapkan dan memberikan rekomendasi perbaikan. Simpulan dari kegiatan ini menunjukkan bahwa mahasiswa memperoleh pengalaman langsung di industri divisi digital marketing dengan menerapkan teori yang diperoleh di dunia akademik ke dalam praktik nyata di dunia kerja. Dengan demikian, kegiatan ini tidak hanya memberikan manfaat langsung kepada mahasiswa dalam meningkatkan kompetensi profesional mereka, tetapi juga membantu mitra sasaran dalam memperkuat strategi pemasaran digitalnya.
Co-Authors Akbar, Andi Makkulai Al Faqih, Shofwan Aras, Rezty Amalia Aulia Rahmawati Darwis, Analta Pratama, Andi Ahmad Dzaki Maheza Resky Ramdhani, Kiki Sucipto, Kiki Reski Ramdhani Syamsul Rijal Syarif, Rahmat Yogi Hady Afrizal