The online marketing of Indonesian street food in Jakarta

Vlogging has become one of the most common platforms in recent years for capturing and sharing personal thoughts, ideas and opinions related to events in daily life. Indonesia’s stalls and street food are one of the major groups in food service, mainly providing meals for low to middle income consum...

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Autores principales:	Briliana Vita, Tita Deitiana, Wasisto Ruswidiono
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	authenticity mobile app usefulness credibility attitude food vlogger Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/06b761b6e55f4681b92615db4179aebe
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spelling	oai:doaj.org-article:06b761b6e55f4681b92615db4179aebe2021-11-11T14:23:43ZThe online marketing of Indonesian street food in Jakarta2331-197510.1080/23311975.2021.1996215https://doaj.org/article/06b761b6e55f4681b92615db4179aebe2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1996215https://doaj.org/toc/2331-1975Vlogging has become one of the most common platforms in recent years for capturing and sharing personal thoughts, ideas and opinions related to events in daily life. Indonesia’s stalls and street food are one of the major groups in food service, mainly providing meals for low to middle income consumers. Due to pandemic, sales at these merchants have reduced significantly. Many street food sellers have had to temporarily close their business which mostly was their only family income. By consulting a food vlogger, consumers feel it is easier to choose food products and the value of these foods is increased. Therefore, there is a critical need to study Indonesian consumers’ purchasing behavior of Indonesian local street food influenced by vloggers. This study aims to review and analyses the purchasing behavior of Indonesian local street food consumers using the technology acceptance model (TAM), and to examine the effect of mobile app usefulness, authenticity, credibility, and Millennial attitudes towards online food vlogger reviews during the pandemic. The study used quantitative method to collect and analyses the data. Smart PLS 3.0 software has been utilized as a tool for analyzing the data. PLS facilitated the researchers’ ability to initiate the synchronous calculation of intricate interrelationships in associating multiple numbers of constructs and indicators that possess direct, indirect, or mediating relationships. PLS measures correlations among latent variables by outlining the parameters for the equations in the path model and merging prime component analysis. The results of the study showed that there are positive findings of the use of mobile devices while seeking information from online food vlogger reviews. In conclusion, the effectiveness of using mobile devices such as smartphones is due to the YouTube platform, especially food vlogger content. It can be a recommendation to fulfill the desire to experience authentic experiences, with the interaction between the food vloggers and their audience in the comment column. Credibility affects the consumers’ values and attitudes towards the product being reviewed. The credibility characteristic of a source has long been believed to be able to influence a person’s behavior to increase the trustworthiness and accuracy of a message or information to be conveyed to a consumer, especially for food and beverage services that have not been tried before.Briliana VitaTita DeitianaWasisto RuswidionoTaylor & Francis Grouparticleauthenticitymobile app usefulnesscredibilityattitudefood vloggerBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	authenticity mobile app usefulness credibility attitude food vlogger Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	authenticity mobile app usefulness credibility attitude food vlogger Business HF5001-6182 Management. Industrial management HD28-70 Briliana Vita Tita Deitiana Wasisto Ruswidiono The online marketing of Indonesian street food in Jakarta
description	Vlogging has become one of the most common platforms in recent years for capturing and sharing personal thoughts, ideas and opinions related to events in daily life. Indonesia’s stalls and street food are one of the major groups in food service, mainly providing meals for low to middle income consumers. Due to pandemic, sales at these merchants have reduced significantly. Many street food sellers have had to temporarily close their business which mostly was their only family income. By consulting a food vlogger, consumers feel it is easier to choose food products and the value of these foods is increased. Therefore, there is a critical need to study Indonesian consumers’ purchasing behavior of Indonesian local street food influenced by vloggers. This study aims to review and analyses the purchasing behavior of Indonesian local street food consumers using the technology acceptance model (TAM), and to examine the effect of mobile app usefulness, authenticity, credibility, and Millennial attitudes towards online food vlogger reviews during the pandemic. The study used quantitative method to collect and analyses the data. Smart PLS 3.0 software has been utilized as a tool for analyzing the data. PLS facilitated the researchers’ ability to initiate the synchronous calculation of intricate interrelationships in associating multiple numbers of constructs and indicators that possess direct, indirect, or mediating relationships. PLS measures correlations among latent variables by outlining the parameters for the equations in the path model and merging prime component analysis. The results of the study showed that there are positive findings of the use of mobile devices while seeking information from online food vlogger reviews. In conclusion, the effectiveness of using mobile devices such as smartphones is due to the YouTube platform, especially food vlogger content. It can be a recommendation to fulfill the desire to experience authentic experiences, with the interaction between the food vloggers and their audience in the comment column. Credibility affects the consumers’ values and attitudes towards the product being reviewed. The credibility characteristic of a source has long been believed to be able to influence a person’s behavior to increase the trustworthiness and accuracy of a message or information to be conveyed to a consumer, especially for food and beverage services that have not been tried before.
format	article
author	Briliana Vita Tita Deitiana Wasisto Ruswidiono
author_facet	Briliana Vita Tita Deitiana Wasisto Ruswidiono
author_sort	Briliana Vita
title	The online marketing of Indonesian street food in Jakarta
title_short	The online marketing of Indonesian street food in Jakarta
title_full	The online marketing of Indonesian street food in Jakarta
title_fullStr	The online marketing of Indonesian street food in Jakarta
title_full_unstemmed	The online marketing of Indonesian street food in Jakarta
title_sort	online marketing of indonesian street food in jakarta
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/06b761b6e55f4681b92615db4179aebe
work_keys_str_mv	AT brilianavita theonlinemarketingofindonesianstreetfoodinjakarta AT titadeitiana theonlinemarketingofindonesianstreetfoodinjakarta AT wasistoruswidiono theonlinemarketingofindonesianstreetfoodinjakarta AT brilianavita onlinemarketingofindonesianstreetfoodinjakarta AT titadeitiana onlinemarketingofindonesianstreetfoodinjakarta AT wasistoruswidiono onlinemarketingofindonesianstreetfoodinjakarta
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The online marketing of Indonesian street food in Jakarta

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