Pengaruh perceived usefulness of blogger’s recommendation, reputation of blogger, dan trust of blogger terhadap viewers attitude towards product dan purchase intention di Adiktif Resto and Cafe
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(*) Corresponding Author
Abstract
Penelitian ini bertujuan untuk menganalisa pengaruh dari food blogger yang terdiri dari Perceived Usefull of Blogger, Reputation of Blogger , serta Trust of Blogger yang akan berpengaruh pada perilaku dari pemirsa dari laman Instagram Amanda Kohar ( Viewers Attitude Toward Product) dan akan berpengaruh kepada niatan pembelian dari pemirsanya ( Purchase Intention ) Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis penelitian kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 100 responden. Responden adalah orang-orang yang pernah melihat atau mengikuti laman Instragram Amanda Kohar dan pernah melihat postingan tentang Adiktif Resto and Café. Data diolah menggunakan pendekatan persamaan model structural dengan Teknik Partial Least Square. Analisis data menunjukan bukti kuat untuk mendukung keseluruhan hipotesa penelitian.
Keywords
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