Contributions of Visibility, Credibility, Attractiveness, and Power of Foodgram Batamliciouz towards Customer Buying Interest in Batam
Journal Title: VITKA Jurnal Manajemen Pariwisata - Year 2019, Vol 1, Issue 1
Abstract
Instagram is a social media that is widely used by the public. One of them is as a media for promoting food products. In Batam, foodgrams are very helpful in promoting food products by business people. This is because there are several characteristic owned by the foodgram that contribute to influencing buying interest such as visibility, credibility, attractiveness, and power. This study aimed to analyze whether Batamliciouz foodgram support influences consumer buying interest in Batam. The research method used was quantitative correlational. The sample used was 96 instagram users in Batam who had seen the Batamliciouz review with the sampling technique using the incidental sampling method. Data obtained from the distribution of questionnaires conducted in five eating places in Batam. Data processing techniques were carried out using the SPSS 22 (trial version) by conducting an instrument test, classic assumption test, regression analysis, correlation, and hypothesis test. The instrument used was a valid and reliable instrument. The classic assumption test showed that data was normally distributed, no muliticollinierity and no heteroscedasticity. The F test and t test showed that there was a simultaneous and partial positive influence between the visibility, credibility, attractiveness and power of the Batamliciouz foodgram towards people's buying interest in Batam.
Authors and Affiliations
Istin Corenelia, Heri Nuryanto
Keywords
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