Food Blogger Review on Instagram as an Alternative for Helping Consumer Purchase Decision

Abstract

— For those who love cuisine, they certainly will be familiar to the existence of food bloggers. Food Blogger as social media marketing especially in Instagram, used to provide reviews about culinary products. The existence of food bloggers is believed to help consumers to choose which place that suits their needs. This research is a quantitative research that aims to determine whether there is partial influence between foods blogger reviews on Instagram toward consumer purchasing decisions of culinary in the city of Bandung and to find out whether there is a simultaneous influence between foods blogger reviews on Instagram toward consumer purchasing decisions regarding culinary in the city Bandung. The method used is descriptive method. The sampling technique used is nonprobability sampling with incidental sampling type . The data collection is done by spreading questionnaires to 100 Instagram user communities who follow food blogger and live in Bandung city or frequently having a culinary tour in Bandung city. The data analysis technique used is multiple linear regression analysis. Based on t test results, context and collaboration variables significantly influence consumer purchasing decisions regarding culinary in the city of Bandung. Then, F test results show that the value of F arithmetic of 42,219 with a significance level of 0.000. This means that the reviews of food bloggers on Instagram have a significant influence on consumer purchasing decisions toward culinary in the city of Bandung.