Pengaruh Konten Sajian Fast Food di Instagram Terhadap Keinginan Konsumen Mengunjungi Restoran Fast Food atau Membelinya Kembali

Chrisna Margareth Hutabarat, Kurniawati Kurniawati

Abstract


Penelitian ini dilakukan untuk menguji Pengaruh Konten Sajian Fast Food di Instagram Terhadap Keinginan Konsumen Mengunjungi Restoran Fast Food atau Membelinya Kembali. Selain itu. Data dikumpulkan dari akun Instagram restoran fast food besar di Indonesia. Pada penelitian ini responden merupakan pelanggan yang gemar mengkonsumsi fast food dan mengunjungi restorannya akan tetapi memiliki dorongan untuk membelinya akibat melihat konten di Instagram. Dengan menggunakan Metode non-probability sampling dan teknik purposive sampling yang digunakan pada penelitian ini dan disesuaikan dengan framework. Dalam hal pengambilan data, maka dilakukan penyebaran kuesioner kepada calon responden dengan menggunakan google form dan untuk hasil atau jawaban responden dijamin kerahasiaannya oleh peneliti. Hubungan hipotetis dalam model yang diusulkan diuji dengan menggunakan model persamaan struktural (SEM). Dari total responden yang ada mayoritas 189 reponden (93,7%) memiliki akun Instagram, dan sebanyak 168 responden (94,9%) telah mengunjungi Instagram dalam 1 bulan terakhir. Hasil penelitan menujukkan bahwa Perceived Enjoyment Berpengaruh Positif Terhadap Affective Customer Enjoyment. Perceived Originality Berpengaruh Positif Terhadap Affective Customer Engagement. Affective Customer Engagement Berpengaruh Positif Terhadap e-WOM. Positif Ewom berpengaruh positif terhadap Repurchase Intentions.

Kata Kunci: Perceived Enjoyment, Perceived Originality, Affective Customer, Affective Customer Engagement, e-WOM, Repurchase Intentions

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References


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DOI: https://doi.org/10.37531/sejaman.v6i1.3577

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