THE IMPACT OF FOOD-BATTLE VIDEO CONTENT : A CASE OF ON TASYI ATHASYIA YOUTUBE CHANNEL

• Main Author: Almaira, Syafina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66873
• Institution: Institut Teknologi Bandung

Internet and social media have become essential in the digital era and have become the primary medium to receive information and news during the COVID-19 pandemic. Most business owners utilize experts in their business area to influence people with their actions called influencers. In this context, YouTube provides a platform that allows Indonesian food influencers to deliver their culinary interests in informative ways. This research aims to understand how effectiveness of influencers affect customers’ perceived credibility and purchase intention and determine how perceived video characteristics affects customer purchase intention. Moreover, this study determines the moderating effect of brand image in the relationship between effectiveness of influencers to purchase intention. For this study, the researcher sees one of the famous Indonesian food influencers, Tasyi Athasyia and focus on Tasyi Athasyia Food-Battle video content. The data in this research used quantitative methods with 264 respondents of Tasyi Athasyia Food Battle video content viewers. The data was processed using PLS-SEM. The research found that the effectiveness of influencers, especially Tasyi Athasyia, significantly impacts the perceived credibility of information and purchase intention. Also, brand image is a quasi-moderator of the effectiveness of influencers to purchase intention. Furthermore, the research also shows that perceived video characteristics significantly affect purchase intention through the perceived credibility and usefulness of the video's information. Keywords: Food Influencers, Brand Image, Effectiveness of Influencers, Perceived Video Characteristics, Perceived Credibility of Information, Perceived Usefulness of Information, Purchase Intention, Tasyi Athasyia