PENGARUH FOOD CONTENT, E-WOM, PERCEIVED VALUE, DAN TRUST TERHADAP PURCHASE INTENTION MAKANAN VIRAL INSTAGRAM PADA GENERASI Z DI JAKARTA

CINDY CLAUDYA OKTAVIANI, . (2026) PENGARUH FOOD CONTENT, E-WOM, PERCEIVED VALUE, DAN TRUST TERHADAP PURCHASE INTENTION MAKANAN VIRAL INSTAGRAM PADA GENERASI Z DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh variabel food content, electronic word of mouth (eWOM), perceived value, dan trust secara langsung terhadap purchase intention makanan viral di media sosial Instagram pada kelompok konsumen generasi Z yang berdomisili di wilayah DKI Jakarta. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei secara daring melalui Google Forms. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 150 responden generasi Z yang berdomisili di wilayah Jakarta. Teknik pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling, serta menggunakan instrumen pengukuran skala Likert genap 6 poin guna mengeliminasi kecenderungan bias respons netral. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil pengujian hipotesis pengaruh langsung menunjukkan bahwa variabel trust memiliki pengaruh positif dan signifikan terhadap purchase intention (β = 0,553; t-value = 3,838; p-value = 0,000). Sebaliknya, variabel food content (β = 0,123; t-value = 1,021; p-value = 0,307), electronic word of mouth (eWOM) (β = 0,077; t-value = 0,623; p-value = 0,533), dan perceived value (β = -0,071; t-value = 0,567; p-value = 0,571) terbukti tidak memiliki pengaruh langsung yang signifikan terhadap purchase intention konsumen Generasi Z pada makanan viral. Implikasi praktis penelitian ini menegaskan bahwa strategi pemasaran digital yang hanya mengandalkan estetika visual konten, volume ulasan, maupun penawaran nilai ekonomis tidak lagi efektif apabila berdiri sendiri. Pelaku usaha kuliner disarankan menggeser fokus pada pembangunan kredibilitas, keotentikan ulasan, dan transparansi informasi guna mereduksi skeptisisme Generasi Z, sehingga mampu mengonversi perhatian digital menjadi minat beli yang nyata. **** This study aims to analyze the direct effects of food content, electronic word of mouth (eWOM), perceived value, and trust on the purchase intention of viral food products on Instagram among Generation Z consumers residing in the Jakarta Special Capital Region. The research approach employed is a quantitative method using an online survey administered via Google Forms. Primary data collection was conducted through questionnaire distribution to 150 Generation Z respondents based in Jakarta. The sampling technique utilized non-probability sampling with a purposive sampling approach, employing an even 6-point Likert scale measurement instrument to eliminate neutral response bias. The data analysis technique applied in this study is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), facilitated by SmartPLS 4.0 software. The results of the direct effect hypothesis testing indicate that the trust variable has a positive and statistically significant effect on purchase intention (β = 0.553; t-value = 3.838; p-value = 0.000). Conversely, the variables of food content (β = 0.123; t-value = 1.021; p-value = 0.307), electronic word of mouth (eWOM) (β = 0.077; t-value = 0.623; p-value = 0.533), and perceived value (β = -0.071; t-value = 0.567; p-value = 0.571) do not exert a significant direct effect on Generation Z consumers' purchase intention toward viral food products. Practical implications emphasize that digital marketing strategies relying solely on visual aesthetics, review volume, or economic value propositions are no longer effective independently. Culinary businesses are advised to shift focus toward building credibility, review authenticity, and information transparency to mitigate Generation Z skepticism, thereby converting digital attention into real purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Corry Yohana, M.M.; 2). Sefrimel Angriani ZN, S.E., M.Sc.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Cindy Claudya Oktaviani .
Date Deposited:	11 Aug 2026 09:26
Last Modified:	11 Aug 2026 09:26
URI:	http://repository.unj.ac.id/id/eprint/70028

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