Exploring the impact of TV advertising and social media influencers in culinary marketing
DOI:
https://doi.org/10.20414/jed.v6i1.8934Keywords:
social media influencer, tv advertising, buying interestAbstract
Purpose — This quantitative research aims to analyze and determine the impact of TV advertising and social media influencer endorsements on buying interest in the culinary field.
Method — This research is quantitative in nature, focusing on individuals in Indonesia who utilize and watch digital TV. The research population includes those who meet the specified criteria. A total of 113 respondents participated, and primary data was collected through online questionnaires. The data analysis employed regression techniques.
Result — As a result of this study, both social media influencers and TV advertising have been found to positively and significantly influence buying interest.
Novelty — This research is pioneering in examination of digital TV advertising within the culinary field, and it extends its scope by investigating the widely used advertising medium of social media influencers.
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Copyright (c) 2023 Chelsy Angelia Timothy, Shinta Shinta, Fransiska Fransiska, Fifi Angelita
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