Influential Instagram Feeds: Unraveling Student Purchase Interest in Food and Beverage in Bandung Raya, Indonesia
Abstract
The rapidly evolving technology and information have driven society into the digital sphere. This phenomenon has been leveraged by businesses to capture consumer attention, particularly among students, utilizing the social media platform Instagram's feed displaying food and beverage products to boost purchasing interest in the business realm. Based on this premise, this study aims to investigate the extent to which Instagram feeds showcasing food and beverage products influence students' purchasing interest in the Bandung Raya region, Indonesia. The research methodology employed is quantitative descriptive, involving data collection through questionnaire surveys. A total of 126 respondents, who are students in the Bandung Raya area, participated in this study, with data analysis conducted using mean tests and regression analysis. The findings of this research illustrate that the portrayal of food and beverage products on Instagram significantly impacts students' purchasing interest.
References
Alqiva, A., & Gautama, M. I. (2021). Representasi Diri Melalui Instagram oleh. Jurnal Perspektif, 4(4), , 542-552.
APJII. (2022, Juni 9). APJII di Indonesia Digital Outlook 2022. Retrieved from apjii.or.id: https://apjii.or.id/berita/d/apjii-di-indonesia-digital-outloook-2022_857
APJII. (2023, Maret 10). Survei APJII Pengguna Internet di Indonesia Tembus 215 Juta Orang. Retrieved from apjii.or.id: https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang
Aris Munandar, & Yen Efawati. (2020). Identification on Brand Loyalty (Study on Honda motorcycle namely Mega Pro): (Studi Pada Motor Honda Merek Mega Pro). International Journal Administration, Business & Organization, 1(1), 25-31. https://doi.org/10.61242/ijabo.20.21
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis dan Pemodelan. Bandung: PT Edukasi RIset Digital.
Eryc, E. (2022). Systematic Literature Review of Critical Success Factors in Online Advertising. Journal of Informatics and telecommunications Engineering, 5(2), 551-561.
Herjanto, H., Adwijaya, M., & Semuel, H. (2020). The Effect of Celebrity Endorsement on Instagram Fashion Purchase Intention: The Evidence from Indonesia. Organization and Markets in emerging Economies, 203-221.
Irfania, N. (2022). Factors influencing the online buying interest of SMEs Food and Beverage Products. Studies on the people of West Bandung Regency,Indonesia. International Journal Administration, Business and Organization, 2022, Vol. 3(1), 41-52.
Kemenperin. (2019, February 18). Industri Makanan dan Minuman Jadi Sektor Kampiun. Retrieved from Kementrian Perindustrian Republik Indonesia: https://kemenperin.go.id/artikel/20298/Industri-Makanan-dan-Minuman-Jadi-Sektor-Kampiun-
Khittah, A. (2021). Instagram Sebagai Media Pemasaran Digital Wasabi Sushi Japanese Food Jember. Jurnal Ekonomi dan Bisnis Islam Volume 1 Nomor 2, 1-12.
Nurjanah, P., & Ikhsan, N. (2016). Pengaruh Fanatisme Dan Perilaku Konsumen Terhadap Keputusan Pembelian Merchandise Kpop (Studi Kasus Pada Komunitas Penggemar Grup Kpop Svt Di Dki Jakarta). Jurnal Administrasi Bisnis, 1-7.
Oktraresiyanti, S. (2019). Pengaruh Feed Pada Instagram Terhadap Citra Diri Mahasiswa Ilmu Komunikasi Universitas Islam Negeri Sultan Syarif Kasim Riau. Pekanbaru: UIN Suska Riau.
Rafi Fauzan Rifaturrahman, Harmon Chaniago. Yen Efawati. (2024). The Effect of E-Service Quality on Repurchase Interests of the Online Shopping Shopee Indonesia. Jurnal Ekonomika dan Manajemen, 13 (1), 8-25, https://doi.org/10.36080/jem.v13i1.2846
Rizaty, M. (2023, Februari 3). Pengguna Internet di Indonesia Sentuh 212 Juta pada 2023. Retrieved from dataindonesia.id: https://dataindonesia.id/internet/detail/pengguna-internet-di-indonesia-sentuh-212-juta-pada-2023
Rizqullah, A. A. (2021). The Effect of Instagram Feeds on the Buying Interest of Bandung City Students. International Journal Administration, Business and Organization, 2021, Vol. 2 (x), 2021: x-xx.
Russo, A., Schena, R., & Fano, D. (2022). Empowering plastic recycling: Empirical investigation on the influence of social media on consumer behavior. Resources, Conservation and Recycling, 7-8.
Rustan, S. (2020). Layout 2022. Jakarta: CV Nulis Buku Jendela Dunia.
Sariyanti, T. L. (2022). Pengaruh Harga Dan Promosi Online Melalui. 1(9),, 1765–1783.
Sayogo, D., & Prajarini, D. (2021). Pengaruh Desain Post Instagram Terhadap Minat Pembelian Produk UMKM Kedai Kopi di Kabupaten Sleman. jurnal Desain Komunikasi Visual & Multimedia, 195-198.
Septiyadi, M., Salamah, M., & Nujiyatillah, S. (2022). Literature Review Keputusan Literature Review Keputusan Pembelian Dan Minat Beli Konsumen Pada Smartphone: Harga Dan Promosi. . Manajemen Pendidikan dan Ilmu Sosial.
Slamet, D. (2023). The Effect Of Instagram Stories Ads on Purchasing Decisions of Bandung Students. The Effect Of Instagram Stories Ads on Purchasing Decisions of Bandung Students, Vol. 4(2), , 51-61.
Syahreza, M., & Tanjung, I. (2018). Motif dan Pola Penggunaan Media Sosial Instagram di Kalangan Mahasiswa Program Studi Pendidikan Ekonomi INIMED. Jurnal Interaksi: Jurnal Ilmu Komunikasi.
Widayanti, & Augustinah, F. (2019). Pemanfaatan Media Sosial Sebagai Sarana Promosi. Jurnal Dialektika, Volume 4, Nomor 2, 2-4.
Wijaya, I. (2023). Feed Instagram Sebagai Upaya Penguatan Branding dalam Industri Kreatif. Desain & Aplikasi Bisnis Teknologi (SENADA), 331-332.
Yen Efawati & Nanang Juhandi Hermawan. (2020). Making Sense Of The “Product Attributes” Trends: A Review Of Consumers Drink Choice Behavior And Industry Implications. International Journal Administration, Business & Organization, 1(2), 28-37. https://doi.org/10.61242/ijabo.20.35
Copyright (c) 2024 Shelvira Azka Afifah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright Notice
Authors retain copyright to their articles, excluding any third-party images and other material that are subject to copyright by their respective owners.
By submitting the manuscript to the International Journal Administration, Business & Organization (IJABO), the author agrees to this policy. No special document approval is required.
- All the author(s) agree the above article for publication in the Journal «International Journal Administration, Business & Organization (IJABO)».
- The above-mentioned article is the author(s)’ original work and has not been published before and is not currently under consideration for publication elsewhere.
- All the author(s) agree with the journal’s «International Journal Administration, Business & Organization (IJABO)»
- The Article was not submitted for review to another journal while under review by this journal and will not be submitted to any other journal.
- I/we have given final approval of the submitted manuscript.
- The Article contain no libelous or other unlawful statements and do not contain any materials that violate any personal or proprietary rights of any other person or entity.
- The author(s) no conflict of interest that may affect the integrity and the validity of the findings presented in it.
- I/we have obtained written permission from copyright owners for any excerpts from copyrighted works that are included and have credited the sources in the Article.
- If I/we am using any personal details or images of patients, research subjects or other individuals, I have obtained all consents required by applicable law and complied with the publisher’s policies relating to the use of such images or personal information.
- All Authors are aware that they can deposit (self-archive) (a) submitted article, (b) accepted for publication article or (c) the final published version of the article in any suitable source (e.g., institutional or other specialized repositories, personal websites, etc.) without embargo period. In case of self-archiving authors should also acknowledge the Publisher and the Publication and deposit an URL to the article (if available).
Licence
International Journal Administration, Business & Organization (IJABO) is published under the terms of the Creative Commons Attribution- ShareAlike 4.0 Internasional license (CC BY-SA 4.0). This license permits anyone to:.
Sharing - copy and redistribute this material in any form or format;
Adaptation - modify, modify, and make derivative works of this material for any purpose.
Attribution - You must include the appropriate name, include a link to the license, and state that changes have been made. You may do this in a manner that is appropriate, but not implying that the licensor endorses you or your use.
Share Alike - If you compose, modify, or make derivative works of this material, you must distribute your contributions under the same license as the original material.
