JPM VOL.3 NO 3 SEPT PENGARUH FOODSTAGRAM ENDORSEMENT TERHADAP KEPERCAYAAN DAN MINAT BELI KONSUMEN PADA AKUN @MAKANMAKAN_LOMBOK

Abstract

This research analyzes the influence of Foodstagram endorsements on trust and buying interest in the @Makanmakan_lombok account. Testing was carried out on 132 respondents who were Instagram users who had viewed the foodstagram @Makanmakan_lombok twice. The results of this research show that Foodstagram endorsement has a significant and positive effect on trust and buying interest @Makanmakan_lombok. Trust as a mediating variable has a significant and positive effect on buying interest on foodstagram @Makanmakan_lombok. Research findings indicate that the success of this influence depends on the quality of the content and the accuracy of the information presented by Foodstagram, which attracts Instagram users to purchase the promoted products. The number of followers of a Foodstagram account plays a role in reaching the market to attract attention and arouse consumer buying interest. The implications of this research provide an understanding of how Foodstagram can develop strategies and build relationships with culinary business actors who use endorsement services. Another important implication is that Foodstagram needs to understand and participate in developing the dynamics of culinary trends and managing interesting and quality uploaded content to retain culinary business partners and achieve the right target market.