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All Journal Journal of Enterprise and Development (JED)
Fransiska Fransiska
University of Catholic Musi Charitas, Indonesia
Economics, Econometrics & Finance

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Exploring the impact of TV advertising and social media influencers in culinary marketing Chelsy Angelia Timothy; Shinta Shinta; Fransiska Fransiska; Fifi Angelita
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 Chelsy Angelia Timothy Fifi Angelita Shinta Shinta