Pengaruh Food Content, E-Wom, Perceived Value, dan Trust terhadap Purchase Intention Makanan Viral Instagram pada Generasi Z di JakartaPengaruh Food Content, E-Wom, Perceived Value, dan Trust terhadap Purchase Intention Makanan Viral Instagram pada Generasi Z di Jakarta
DOI:
https://doi.org/10.63822/w50pem58Keywords:
Food Content; E-WOM; Perceived Value; Trust, Purchase Intention; Viral Food; GenerationAbstract
This study aims to analyze the direct effects of food content, E-WOM, perceived value, and trust on the purchase intention of Instagram viral food among Generation Z consumers in Jakarta. The research approach used is quantitative with a survey method. Data collection was conducted by distributing questionnaires to 150 Generation Z respondents residing in Jakarta. The sampling technique utilized a non-probability sampling method with a purposive sampling technique, along with an even 6-point Likert scale. The data analysis technique employed in this study is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) assisted by SmartPLS 4.0 software. The direct effect hypothesis testing results indicate that the trust variable has a positive and significant effect on purchase intention. Conversely, the variables of food content, E-WOM, and perceived value are proven to have no significant direct effect on the purchase intention of Generation Z consumers toward viral food. The practical implications of this study emphasize that conventional marketing strategies that rely solely on content visual aesthetics, the quantity of online reviews, or price wars are no longer effective when standing alone.
Downloads
References
Aini Suid, N., Ridha, M., & Ade Akbar, R. (2024). Sensory preference manipulation in unique cuisine: viral trends on social media. Elegentia: Journal of Arts, Media, and Technology, 1(2), 37–48. https://doi.org/10.62033/elegentia.v1i2.74
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2025). Laporan Survei Penetrasi dan Perilaku Pengguna Internet Indonesia 2025. https://apjii.or.id/survei
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson Education.
Chong, A. Y. L., Yang, Z., & Wong, M. (2009). Asymmetrical impact of trustworthiness attributes on trust, perceived value and purchase intention in B2C e-commerce. Journal of Electronic Commerce Research.
Chyung, S. Y., Roberts, K., Swanson, I., & Hankinson, A. (2017). The midpoint of Likert-type scales: Is it desirable? Performance Improvement, 56(10), 15–23.
ConsumerGravity. (2023, October 16). How many consumers research online before buying? https://consumergravity.com/online-shopping-statistics/
DataReportal. (2025). Digital 2025: Indonesia. https://datareportal.com/reports/digital-2025-indonesia
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. https://doi.org/10.1016/j.chb.2016.03.003
Fatra, A. W., & Santoso, B. (2025). Pengaruh Terpaan Konten Instagram @Jajansolo terhadap Minat Beli Kuliner di Kota Surakarta bagi Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Surakarta. Jurnal Indonesia: Manajemen Informatika Dan Komunikasi, 6(2), 1154-1162. https://doi.org/10.63447/jimik.v6i2.1406
Febriyantoro, M. T., Fahlevi, D. R., Jasmine, N., & Rahmawati, R. (2025). Pengaruh Social Media Marketing dan Perceived Value terhadap Purchase Intentions melalui Consumer Trust pada produk Skintific. Sanskara Manajemen Dan Bisnis, 4(01), 225–247. https://doi.org/10.58812/smb.v4i01.681
Ferdinand, A. (2014). Metode penelitian manajemen. Badan Penerbit Universitas Diponegoro.
Francis, T., & Hoefel, F. (2018). “True Gen”: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Garland, R. (1991). The mid-point on a Likert scale: Is it desirable? Marketing Bulletin, 2(1), 66-70.
GoodStats. (2023). Laporan preferensi konsumsi dan gaya hidup generasi muda Indonesia. GoodStats Data Indonesia. https://goodstats.id/
GoodStats. (2024). Indonesia Masuk 10 Besar Negara dengan Durasi Bermedia Sosial Terlama 2024. https://data.goodstats.id/statistic/indonesia-masuk-10-besar-negara-dengan-durasi-bermedia-sosial-terlama-2024-9xl8E
GoodStats. (2026, March 5). 10 Provinsi dengan Tingkat Penetrasi Internet Tertinggi 2026. https://data.goodstats.id/statistic/10-provinsi-dengan-tingkat-penetrasi-internet-tertinggi-2026-kRTdD
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences, 27(1), 5–23.
Hair, J. F., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in Second Language Acquisition Research. Studies in Second Language Learning and Teaching, 12(3), 439–467.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage.
Holmberg, C., Chaplin, J. E., Hillman, T., & Berg, C. (2016). Adolescents' presentation of food in social media: An explorative study. Appetite, 99, 121-129. https://doi.org/10.1016/j.appet.2016.01.016
Hubeis, M. A., Suhud, U., & Rizan, M. (2025). Krisis Kepercayaan Digital: Persepsi Konsumen terhadap Ulasan Food Vlogger. Jurnal Pengabdian Masyarakat dan Riset Pendidikan, 3(4), 4309-4318.
IDN Research Institute. (2024). Indonesia Gen Z report 2024. IDN Media. https://www.idnmedia.com/research
Indika, D. R., & Jovita, C. (2017). Media Sosial Instagram Sebagai Sarana Promosi untuk Meningkatkan Minat Beli Konsumen. Jurnal Bisnis Terapan, 1(01), 25-32. https://doi.org/10.24123/jbt.v1i01.296
Ishomi, F. Z., & Abidin, Z. (2024). The effect of online customer reviews, perceived value, and perceived trust on purchase intention at the Shopee marketplace with the Technology Acceptance Model approach. Journal of Advances in Information Systems and Technology, 6(2), 326–345.
Jokom, R. (2018). Persepsi Follower Terhadap Pemasaran Restoran melalui Instagram di Surabaya. BISMA (Bisnis Dan Manajemen), 11(1), 20–32. https://doi.org/10.26740/bisma.v11n1.p20-32
Katadata Insight Center. (2022). Survei perilaku digital generasi Z di Indonesia. Katadata. https://katadata.co.id/tags/katadata-insight-center
Khan, S., Firdaus, R., & Rehman, A. (2025). Analyzing Social Media’s Impact on Organic Food Purchase Intention: A Study of Consumer Behavior. Journal of International Food & Agribusiness Marketing, 1–30. https://doi.org/10.1080/08974438.2025.2546416
Kharisma, N. P., & Aqmala, D. (2024). Pengaruh Endorsement, Content Marketing, dan Trust Influencer Rachel Vennya terhadap Purchase Intention pada Followers Instagram. Dinamika: Jurnal Manajemen Sosial Ekonomi, 4(1), 124-135. https://doi.org/10.51903/dinamika.v4i1.467
Kompas TV. (2025, March 13). Chronologi Codeblu vs Clairmont, berbuntut dugaan pemerasan dan ancaman UU ITE bagi food vloger. https://www.kompas.tv/entertainment/580057/kronologi-codeblu-vs-clairmont-berbuntut-dugaan-pemerasan-dan-ancaman-uu-ite-bagi-food-vloger
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on consumers’ revisit and purchase intentions. Journal of Retailing and Consumer Services.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lee, H. M., Kang, J. W., & Namkung, Y. (2021). Instagram users’ information acceptance process for food-content. Sustainability, 13(5), 2638. https://doi.org/10.3390/su13052638
Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145–157. https://doi.org/10.1057/s41270-021-00132-9
Lidyasuwanti, & Adiahsari. (2017). Pengaruh Kemasan, Brand Image dan Brand Trust terhadap Minat Beli Konsumen pada Produk Pancake Durian Sharie Radjanya di Kota Mataram. JMM UNRAM - Master of Management Journal, 6(2). https://doi.org/10.29303/jmm.v6i2.105
Matin, A., Khoshtaria, T., & Tutberidze, G. (2020). The impact of social media engagement on consumers' trust and purchase intention. International Journal of Technology Marketing, 14(3), 305-323. https://doi.org/10.1504/IJTMKT.2020.111814
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review.
Mettan, S. V., & Sancoko, A. H. (2021). Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Intention Millenial Customers pada UMKM Industri Kuliner di Surabaya. Jurnal Keuangan Dan Bisnis, 19(2), 230-257. https://doi.org/10.32524/jkb.v19i2.296
NapoleonCat. (2025). Instagram Users in Indonesia - January 2025. https://napoleoncat.com/statistics/instagram-users-in-indonesia/2025
Nandwani, R., Mahajan, A., Chan, V. W. K., Chui, K. T., Muley, A. S., & Lo, K. H. (2025). Social media usage and advertising food-related content: Influence on dietary choices of Gen Z. Nutrients, 17(24), 3930. https://doi.org/10.3390/nu17243930
Ningsih, A., & Hurnis, D. (2024). Peran Word of Mouth Memediasi Pengaruh Social Media Marketing Instagram terhadap Keputusan Pembelian Kuliner. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 7(1), 923-932. https://doi.org/10.36778/jesya.v7i1.1515
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147-162. https://doi.org/10.1504/IJBIS.2018.091444
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Permana, E., Amalia, D., & Angelica Putri Agestin, J. (2024). Strategi Meningkatkan Minat Beli Konsumen Melalui Periklanan Produk Erigo Di Media Sosial Instagram. Manajemen: Jurnal Ekonomi, 6(2), 216-223. https://doi.org/10.36855/pabxt822
Purwanto, A. S. A. C., & Purwanto, T. (2019). Pengaruh Social Media Influencer terhadap Purchase Intention yang Dimediasi oleh Trustworthiness (Studi pada Akun Instagram @kulinersby). Majalah Ekonomi, 24(2), 219-231. https://doi.org/10.36456/majeko.vol24.no2.a2068
Ramaputra, M. A., & Afifi, S. (2021). Analisis Strategi Kreatif Konten Promosi Usaha Foodies Melalui Media Sosial Instagram. Jurnal Ilmiah Manajemen Informasi dan Komunikasi, 5(2), 145-156. https://doi.org/10.56873/jimik.v5i2.145
Riswanto, A. L., Kim, S., Ha, Y., & Kim, H.-S. (2025). Visual attention to food content on social media: An eye-tracking study among young adults. Journal of Eye Movement Research, 18(6), 69. https://doi.org/10.3390/jemr18060069
Rustania, A. Y., Maharani, D., & Astuti, T. P. (2025). Pengaruh konten food vlogger terhadap minat beli calon konsumen Gen-Z Provinsi DIY. Jurnal Ilmu Komunikasi dan Sosial Politik, 3(2), 672-677. https://doi.org/10.62779/jiksp.v3i2.3898
Salsabila, N. P., & Haryanto, J. O. (2021). Influence of instagram contents towards buying food product interest on instagram (A case study of buying interest through professional chef's instagram post on President University students). Research In Management and Accounting (RIMA), 4(1), 11-23.
Schiffman, L. G., & Kanuk, L. L. (2015). Consumer Behavior. Pearson.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education.
Simbolon, S., Sumarwan, U., & Jahroh, S. (2024). The Influence of Instagram Marketing Content and Le Minerale Brand Image on Purchasing Decisions Mediated By Purchase Intention. Business Review and Case Studies, 5(2), 284.
Statista. (2025). Social media platforms influencing purchases in Indonesia by generation (Statistic No. 1454569). https://www.statista.com/statistics/1454569/indonesia-social-media-impact-on-purchases-by-generation/
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Utami, H. N., Elfa, M. O. J., Wiyono, S. N., Sari, D. N., & Perdana, T. (2025). Sustaining consumer excitement: The role of online customer experience and engagement in shaping behavioural intentions in food social commerce. Sustainability, 17(17), 8061. https://doi.org/10.3390/su17178061
Vieira, V. A. (2013). Stimuli–organism–response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420–1426. https://doi.org/10.1016/j.jbusres.2012.05.009
We Are Social. (2025, November). Digital 2026: Indonesia. https://wearesocial.com/id/blog/2025/11/digital-2026-top-digital-and-social-media-trends-in-indonesia/
We Are Social, & Meltwater. (2025). Digital 2025: Global overview report. We Are Social. https://wearesocial.com/
Widodo, T., & Maylina, N. L. P. K. (2022). The mediating role of perceived value and social media word-of-mouth in the relationship between perceived quality and purchase intention. Jurnal Manajemen dan Pemasaran Jasa, 15(1), 49-68. https://doi.org/10.25105/jmpj.v15i1.11221
Yunikartika, L., & Harti, H. (2022). Pengaruh Social Media Marketing dan Electronic Word Of Mouth (E-WOM) Terhadap Minat Beli Kuliner Melalui Kepercayaan Sebagai Variabel Intervening pada Akun Instagram @carubanmangan. Jurnal E-Bis, 6(1), 212-230. https://doi.org/10.37339/e-bis.v6i1.897
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Cindy Claudya Oktaviani, Corry Yohana, Sefrimel Angriani ZN (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
