Live Commerce dan Food Content Creator sebagai Motor Penggerak Transformasi Ekonomi Kreatif Kuliner Jawa Timur di Era Digital

Irra Chrisyanti Dewi (Universitas Ciputra Surabaya)
Otje Herman Wibowo (Universitas Ciputra Surabaya)
Devina Irtanto (Universitas Ciputra Surabaya)
Calvine Aprillio Halim (Universitas Ciputra Surabaya)
Gabriella Veeta Ang (Universitas Ciputra Surabaya)

Jurnal Ragam Pengabdian
Vol. 3 No. 3 (2026): September-Desember Integrating Multidisciplinary Knowledge for Sustainable Comm

Digital transformation has reshaped marketing communication and consumer behavior in the culinary industry, particularly through live commerce and food content creators. This study examines the relationships between Live Commerce, Food Content Creator, Purchase Intention, and perceived Culinary Creative Economy. Transformation in East Java, with Purchase Intention as a mediating variable. An explanatory quantitative approach with a cross-sectional survey design was employed. Data were collected from 180 consumers in East Java using a five-point Likert-scale questionannaire and purposive sampling. Data were analyzed using PLS-SEM. The results indicate that Live Commerce is positively and significantly associated with Purchase Intention and perceived Culinary Creative Economy Transformation. Food Content Creator also shows positive and siginificant relationship with Purchase Intention and perceived Culinary Creative Economy Transformation. Purchase Intention is positively associated with perceived Culinary Creative Economy Transformation and mediates the relationships between both digital marketing stimuli and the perceived transformation outcome. These findings support the Stimulus-Organism-Response (S-O-R) perspective and highlights the role of consumer responses in digital culinary marketing.