@phdthesis{repoupi140809,
            note = {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},
           month = {August},
          school = {Universitas Pendidikan Indonesia},
            year = {2025},
           title = {PENGARUH KONTEN FOOD PORN PADA AKUN INSTAGRAM @ONEBITEBIGBITE TERHADAP MINAT BELI KONSUMEN DI BAKERY X},
        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.},
        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.},
          author = {Sulthana Farida Nurhaliza, - and Agus Sudono, - and Purna Hindayani, -},
             url = {https://repository.upi.edu/}
}