PENGARUH KONTEN FOOD PORN PADA AKUN INSTAGRAM @ONEBITEBIGBITE TERHADAP MINAT BELI KONSUMEN DI BAKERY X

Sulthana Farida Nurhaliza, - and Agus Sudono, - and Purna Hindayani, - (2025) PENGARUH KONTEN FOOD PORN PADA AKUN INSTAGRAM @ONEBITEBIGBITE TERHADAP MINAT BELI KONSUMEN DI BAKERY X. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Instagram merupakan salah satu platform media sosial yang banyak dimanfaatkan oleh food influencer di Indonesia untuk membangun personal branding dan mempromosikan produk kuliner kepada audiens. Salah satu strategi yang digunakan adalah melalui konten food porn, yaitu penyajian visual makanan yang menggugah selera untuk menarik perhatian pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh konten food porn pada akun instagram @onebitebigbite terhadap minat beli konsumen di Bakery X dengan mediasi kepuasan followers. Data dikumpulkan melalui penyebaran kuesioner gform kepada 100 responden yang merupakan pengikut akun Instagram @onebitebigbite. Pendekatan yang digunakan adalah metode kuantitatif dengan analisis deskriptif verifikatif, yang dianalisis menggunakan Structural Equation Modeling (SEM) melalui aplikasi SmartPLS 4. Variabel food porn yang diteliti meliputi antecedent of gazing, intensity of gazing, dan engagement when gazing sebagai variabel eksogen, minat beli sebagai variabel endogen, serta kepuasan followers sebagai variabel mediasi. Hasil penelitian menunjukkan bahwa konten food porn pada akun Instagram @onebitebigbite dan kepuasan followers berpengaruh positif dan signifikan terhadap minat beli konsumen di Bakery X. Selain itu, kepuasan followers juga terbukti memengaruhi minat beli konsumen di Bakery X dan mampu menjadi mediator dalam hubungan antara konten food porn pada akun Instagram @onebitebigbite terhadap minat beli konsumen di Bakery X. Akun @onebitebigbite diharapkan untuk terus meningkatkan kualitas konten dan menyajikan informasi yang jujur dan deskriptif. Selain itu, Bakery X disarankan untuk menjalin kolaborasi yang lebih erat dengan food influencer, menjaga konsistensi kualitas produk, serta mengembangkan variasi menu inovatif untuk memperkuat kepuasan dan minat beli konsumen. Instagram is one of the most widely used social media platforms by food influencers in Indonesia to build personal branding and promote culinary products to their audiences. One of the strategies applied is food porn content, which refers to visually appealing presentations of food designed to attract users’ attention. This study aims to analyze the influence of food porn content on the Instagram account @onebitebigbite toward the purchase intention of Bakery X with followers’ satisfaction as a mediator. Data were collected through a Google Form questionnaire distributed to 100 respondents who are followers of the @onebitebigbite account. The study employed a quantitative approach with descriptive-verificative analysis, processed using Structural Equation Modeling (SEM) through SmartPLS 4. The food porn variables examined in this study include antecedent of gazing, intensity of gazing, and engagement when gazing as exogenous variables, purchase intention as the endogenous variable, and followers’ satisfaction as the mediating variable. The results show that food porn content on the Instagram account @onebitebigbite and followers’ satisfaction have a positive and significant effect on consumers’ purchase intention at Bakery X. Furthermore, followers’ satisfaction is also proven to influence consumers’ purchase intention at Bakery X and act as a mediator in the relationship between food porn content on the @onebitebigbite Instagram account and consumers’ purchase intention at Bakery X. The @onebitebigbite account is expected to continuously improve content quality and provide honest and descriptive information. In addition, Bakery X is advised to establish closer collaborations with food influencers, maintain consistent product quality, and develop innovative menu variations to strengthen consumer satisfaction and purchase intention.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&hl=en&user=ovy-HYkAAAAJ ID SINTA Dosen Pembimbing: Agus Sudono: 6134240 Purna Hindayani: 6745708
Uncontrolled Keywords:	Media sosial Instagram, Food influencer marketing, Konten, Food porn, Minat beli, Kepuasan followers. Instagram social media, Food influencer marketing, Content, Food porn, Purchase intention, Followers' satisfaction.
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > TX Home economics
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Sulthana Farida Nurhaliza
Date Deposited:	30 Sep 2025 04:13
Last Modified:	30 Sep 2025 04:13
URI:	http://repository.upi.edu/id/eprint/140809

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