Apakah Instagram Lebih Penting Dibandingkan Inovasi Produk Dan Citra Merek Terhadap Minat Beli Produk Kuliner? Studi Kasus: Kaum Milenial Di Daerah Jakarta Selatan

FACHRUL HUSAIN HABIBIE, FACHRUL HUSAIN HABIBIE and AMALIA MUSTIKA, AMALIA MUSTIKA and Nasution, Deivy Zulianti and NURBAETI, NURBAETI and Arafah, Willy (2022) Apakah Instagram Lebih Penting Dibandingkan Inovasi Produk Dan Citra Merek Terhadap Minat Beli Produk Kuliner? Studi Kasus: Kaum Milenial Di Daerah Jakarta Selatan. At-Tadbir: Jurnal Ilmiah Manajemen, 6 (1). pp. 1-10. ISSN 6115999

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Abstract

In the current era of globalization and the Covid-19 pandemic, it is not only product innovation and brand image that need to be considered but how a product is known by the public, especially millennials, thereby increasing their buying interest. This study aims to determine which influence is the highest among Instagram, product innovation and brand image on buying interest on buying interest in culinary products among millennials in South Jakarta. The locations chosen in this study were 5 (five) restaurants, namely Mbok Ndoro, Blok M Space, Gordi HQ, Lesehan Restaurant, Kadai Mak Ciak and Head Manyung Bu Fat. The method used in this study is a quantitative explanatory method because this study explains the relationship between the variables that affect the researcher's hypothesis. The results of this study indicate that the influence of Instagram is greater than product innovation and brand image of culinary products for millennials during the current Covid 19 pandemic at Kedai Makan South Jakarta. It is hoped that culinary business traders need to immediately create an Instagram account in addition to increasing the variety of their products, it is important because when people use Instagram a lot to find information on various products including culinary products.

Item Type:	Article
Uncontrolled Keywords:	Keywords: Instagram, Product Innovation, Culinary Product Brand Image, Buying Interest
Subjects:	F Hospitality & Tourism > F001 Hospitality
Divisions:	Perhotelan > Pengelolaan Perhotelan (D4)
Depositing User:	Mrs. AMALIA MUSTIKA
Date Deposited:	18 Feb 2022 08:13
Last Modified:	18 Feb 2022 08:13
URI:	http://repository.stptrisakti.ac.id/id/eprint/1426

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