Pengaruh Terpaan Akun Instagram @bekasifood Terhadap Preferensi dalam Memilih Kuliner di Bekasi

Abstract

Instagram account @bekasifood is an account that often shares various culinary informations. This information can be used as a basis and reference for the tendency of the community or followers of the account in choosing the type of culinary. This study aims to determine the effect of exposure to the Instagram account @bekasifood on preferences in choosing culinary in Bekasi. The research method used is a quantitative method with the main theory of Uses and Gratification. Determination of the sample size in this study uses the Taro Yamane formula. Based on the result of hypothesis testing, namely the T test and F test, the result shows that preference in choosing culinary in Bekasi can be influenced by exposure to the Instagram account @bekasifood. Aimed at the simple linear regression test and t test that motives affect preference in choosing culinary in Bekasi. The hypothesis which states that “there is a significant effect of exposure to the @bekasifood Instagram account on preferences in choosing culinary in Bekasi for followers is accepted. In this study, it can be seen that the value of the coefficient of determination R Square is 0.733. These result explains the ability of the account exposure variable (X) to influence the preference variable in choosing culinary (Y) followers of the @bekasifood Instagram account, which is 73.3%, while the rest is explained by other factors not found in this study.