The Impact Of Food YouTuber Toward Consumer’s Purchase Intention In Restaurant In Indonesia

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研究生：	Christopher Triarman Tjuatja Christopher Triarman Tjuatja
論文名稱：	The Impact Of Food YouTuber Toward Consumer’s Purchase Intention In Restaurant In Indonesia The Impact Of Food YouTuber Toward Consumer’s Purchase Intention In Restaurant In Indonesia
指導教授：	劉代洋 Day-Yang Liu
口試委員:	鄭仁偉 Jen-Wei Cheng 許馨方 Hsin-Fang Hsu
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2020
畢業學年度：	108
語文別：	英文
論文頁數：	63
中文關鍵詞：	YouTuber 、Social Media 、Marketing 、Food 、Purchase Intention 、Influencer
外文關鍵詞：	YouTuber, Social Media, Marketing, Food, Purchase Intention, Influencer
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上一筆

Social media user in the world is increasing every year. With advances in information and communication technology, social media has not only been a part of our live, but also make a new path for be a new platform in business world. One of that platform is YouTube. YouTube is a popular social media that provide us to share videos. People who made the videos called YouTubers. YouTubers had captured the attention of brands due the massive influence. YouTubers can have on millions of followers. Not only brand, also restaurant love to use YouTubers as they way to promote their restaurant or their new menus.

In Indonesia, Food YouTubers is very popular, many of viewers Indonesia love to watch YouTuber “Food Review”. To get information from YouTubers “Food Review” before eat something in some restaurant is like a common things for Indonesians do.

The aim of this study is to identify the kind of Food YouTubers that has a big potential to catch attention from viewers and help them to make a purchase decision. This study conducted an online survey with 217 participants from Indonesia. The data will be analyzed with regression analyze in SPSS. The results reveal that Need of Information, Information Quality, Credibility, Entertainment, Para-social Interaction, Review Trust, Information Usefulness, and Attitude towards watching YouYubers “Food Review” have impact to their purchase intention in restaurant in Indonesia.

ABSTRACT            I
ACKNOWLEDGEMNTS        II
CONTENTS            III
LIST OF FIGURES        VII
LIST OF TABLES        VIII
CHAPTER I            1
INTRODUCTION
1    Research Background and Motivation        1
2    Research Objectives        3
3    Research Flowchart        4
4    Research Content        5
CHAPTER II            6
LITERATURE REVIEW
1    YouTube        6
1.1    YouTuber        7
1.2    Impact of YouTuber        8
1.3    YouTuber in Indonesia        8
2    Social Media        9
2.1    Social Media Marketing        10
2.2    Social Media Influencer        11
3    Word of Mouth        12
3.1    Electronic Word of Mouth (eWOM)        12
3.2    Difference between WOM and eWOM        14
4    Food        15
4.1    Food Blog or Vlog        15
4.2    Restaurant        16
5    Marketing        16
5.1    Influencer Marketing        17
6    Purchase Intention        17
7    Information Usefulness        18
7.1    Needs of Information        19
7.2    Information Quality        19
8    Attitude Towards Watching YouTubers “Food Review”        20
8.1    Credibility        20
8.2    Entertainment        21
8.3    Para Social Interaction        22
8.4    Review Trust        22
9    Hypothesis Development        23
CHAPTER III            24
RESEARCH METHODOLOGY
1    Research Approach and Design        24
2    Questionnaire Design        24
3    Data Collection Method        26
4    Research Population and Sampling        27
5    Research Variables        27
6    Data Analysis        29
6.1    Descriptive Analysis        29
6.2    Statistical Analysis        29
6.2.1    Correlation Analysis        29
6.2.2    Reliability Analysis        30
6.2.3    Regression Analysis        30
 
CHAPTER IV            31
DATA COLLECTION AND ANALYSIS        31
1    Survey Data Collection        31
2    Research Variables Result        33
2.1    Independent Variable – Need of Information        33
2.2    Independent Variable – Information Quality        34
2.3    Independent Variable – Credibility        34
2.4    Independent Variable – Entertainment        35
2.5    Independent Variable – Para-social Interaction        35
2.6    Independent Variable – Review Trust        36
2.7    Independent Variable – Information Usefulness        36
2.8    Independent Variable – Attitude toward Watching YouTubers “Food Review”        37
2.9    Dependent Variable – Purchase Intention        37
3    Data Examination        38
3.1    Reliability Analysis (Cronbach’s Alpha Scores)        38
3.2    Correlation Analysis        40
3.3    Regression Analysis        40
3.3.1    Information Usefulness        41
3.3.2    Attitude toward Watching YouTubers “Food Review”        42
3.3.3    Purchase Intention        43
4    Discussion        43
4.1    Purchase Intention        44
CHAPTER V            46
1    Conclusion        46
2    Practical Recommendation        48
3    Limitation of Study and Further Research Direction        49
REFERENCES        51
APPENDIX A        60
APPENDIX B            63

                                

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