The Influence Of Product Quality And Instagram Social Media Promotion On Purchasing Decisions With Semanggi Food Image As A Moderating Variable (Case Study In Generation Z, Surabaya City)
Abstract
This research aims to determine the influence of product quality, Instagram social media promotion on buyer decisions with food image as a mediating variable. The research method is quantitative with purposive sampling for generation z in the city of Surabaya. The population in this study was 2,645. The sample consisted of 167 respondents using the Slovin formula. The results found from this research show that Instagram social media, product quality have a significant and positive influence on buyer decisions and food image as an intervention variable has a significant influence. So if the food image's positive value increases or is negative, it also influences the value of Instagram social media and the quality of the product on buyers' decisions.
Keywords: Product Quality, Social Promotion Media Instagram Purchase Decision, Food Image
References
Aditya, N. P.,Anantadjaya, S. PD., & Nawangwulan, I. M. (2019). Customer satisfaction as a result of combination of food display & quality. Manajemen dan Bisnis, 19(2), 23-43. DOI:10.24123/jmb.v19i2.439
Al-Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23), 129–139. https://doi.org/10.5539/ass.v11n23p129
Andriyanty, R., & Wahab, D. (2019). Preferensi konsumen generasi Z terhadap konsumen produk dalam negeri. ETHOS (Jurnal Penelitian Dan Pengabdian), 7(2), 280–296. https://doi.org/10.29313/ethos.v7i2.4694
Aprilia, M. P. (2018). Instagram and buying decision processes of restaurant consumers. Asian Journal of Media and Communication (AJMC), 2(2), 13–18. https://journal.uii.ac.id/AJMC/article/view/11870/8803
Arifin, F. (2017). Pergulatan identitas kultural antara fastfood dan kudapan. Jurnal Penelitian Humaniora, 18(1), 47. https://doi.org/10.23917/humaniora.v18i1.3640
Atmoko, D. B. (2012). Instagram Handbook Tips Fotografi Ponsel. Jakarta: Media Kita.
Canny, I. U. (2013). The role of food quality, service quality, and physical environment on customer satisfaction and future behavioral intentions in casual dining restaurant. Conference: The 7th National Research Management Conference, Sriwijaya University. https://doi.org/10.2139/ssrn.2363339
Dwidienawati, D., & Gandasari, D. (2018). Understanding Indonesia’s generation Z. International Journal of Engineering and Technology(UAE), 7(3), 250–252. https://doi.org/10.14419/ijet.v7i3.25.17556
Fathelrahman, E., & Basarir, A. (2018). Use of social media to enhance consumers’ options for food quality in the United Arab Emirates (UAE). Urban Science, 2(3), 70. https://doi.org/10.3390/urbansci2030070
Fisher, H., Du Rand, G., & Erasmus, A. (2012). The power of food images to communicate important information to consumers. International Journal of Consumer Studies, 36(4), 440–450. https://doi.org/10.1111/j.1470- 6431.2011.01068.x
Gircela, D., & Wati, L. N. (2020). Pengaruh kualitas produk terhadap citra merk dan dampaknya terhadap keputusan pembelian konsumen. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 9(1), 09–24. https://doi.org/10.37932/j.e.v9i1.45
Hendianto, W. C. E. H. (2015). Perancangan komunikasi visual produk inovasi olahan makanan semanggi beserta media promosi pendahuluan. Jurnal Desain Komunikasi Visual Adiwarna, 1(6), 1-6. https://publication.petra.ac.id/index.php/dkv/article/view/3188/0
Irwanto, I., & Hariatiningsih, L. R. (2019). Aktivitas santap dan minum generasi Z pada media sosial Instagram. Mediator: Jurnal Komunikasi, 12(2), 141–154. https://doi.org/10.29313/mediator.v12i2.5048
Kotler, P., Bowen, J. R., & Makens, J. (2014). Marketing for hospitality and tourism. Droleng Kindersely publication.
Kurniawati, F., & Gunansyah, G. (2019). Semanggi Suroboyo Desa Kendung Benowo-Surabaya sebagai sumber belajar berbasis etnopedagogi di sekolah dasar. Jurnal Penelitian Pendidikan Guru Sekolah Dasar, 7(3), 3061–3070.
Majid, M. A. A., Samsudin, A., Noorkhizan, M. H. I., Zaki, M. I. M., & Bakar, A. M. F. A. (2018). Service Quality, Food Quality, Image and Customer loyalty: An Empirical Study at a Hotel Restaurant. International Journal of Academic Research in Business and Social Sciences, 8(10). https://doi.org/10.6007/ijarbss/v8-i10/5310
Margery, E. (2019). Keputusan pembelian mie sedaap oleh generasi Z sebagai makanan mie instant di Kota Medan. Jurnal Ilmiah Abdi Ilmu, 12(1), 1–7. https://jurnal.pancabudi.ac.id/index.php/abdiilmu/article/view/523
Mitrapost. (2020). Mitos Daun Semanggi dan Manfaatnya untuk Kesehatan. Diakses pada 22 January 2021, dari https://mitrapost.com/2020/08/04/mitos-daun-semanggi-dan- manfaatnya-untuk-kesehatan/? utm_source=rss&utm_medium=rss&utm_campaign=mitos-daun-semanggi-dan- manfaatnya-untuk-kesehatan
Mohamed, M. E., Hewedi, M., Lehto, X., & Maayouf, M. (2020). Marketing local food and cuisine culture online: a case study of DMO’s websites in Egypt. Emerald, 6(4), 1045-1068l. https://www.emerald.com/insight/content/doi/10.1108/IJTC-05-2019- 0067/full/html
Nurjanah, Azka, A., Abdullah, A. (2012). Aktivitas Antioksidan dan Komponen Bioaktif Semanggi Air (Marsilea Crenata). Jurnal Inovasi dan Kewirausahaan. 1(3). 152-158
Octaviana, V., & Susilo, D. (2021). Impact of @RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284. https://doi.org/10.25139/jkp.v5i3.3873
Parker, K., & Igielnik, R. (2020). On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far. Pewresearch.
Poerwanto, E. (2019). Disayangkan, Milenial Malu Sebut Kuliner Jajanan Pasar. Diakses pada 11 Januari 2021, dari https://bisniswisata.co.id/disayangkan-milenial-malu-sebut- kuliner-jajanan-pasar/
Prasetya, W., Yulius, C., Industri, P. T., Teknik, F., & Jaya, U. A. (2017). Pengaruh kualitas produk dan citra merek terhadap kepuasan konsumen dan minat beli ulang: Studi pada Produk Eatlah. Jurnal Teknologi, 11(2), 92–100. DOI: https://doi.org/10.3415/jurtek.v11i2.1399
Putri, J. A. (2020). Pengaruh produk, harga dan media sosial instagram terhadap keputusan generasi millenial dalam pembelian produk kuliner tradisional di Pasar Semawis Semarang. 5(2), 744–757.
Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134. www.ijsred.com
Rahman, F. (2018). Kuliner Sebagai Identitas Keindonesiaan. Jurnal Sejarah, 2(1), 43–63. DOI:10.26639/js.v%vi%i.118
Resti, N. D. (2013). The Psychological Effect of Uploading Food Picture on Social Media to Willingness to Dine Out. Journal of Social and Development Sciences, 4(7), 316–324. https://doi.org/10.22610/jsds.v4i7.767
Setiawan, R. (2016). Memaknai kuliner tradisional di Nusantara: Sebuah tinjauan etis. Respons, Gabriele W(01), 113–140. http://ejournal.atmajaya.ac.id/index.php/response/article/download/527/194/
Setyowati, D. D. (2016). Semanggi sebagai identitas kolektif masyarakat Kota Surabaya. Journal Unair, 5(2), 1–15. http://journal.unair.ac.id/Kmnts@semanggi-sebagai-identitas-kolektif- masyarakat-kota-surabaya-article-10680-media-135-category-8.html
Sunaryo, I. (2019). Effects of food quality, service quality, price, environment, and location towards customer loyalty of Indonesia’S Local Fast Food Industry . Jurnal Teknik Industri, 14(3), 119. https://doi.org/10.14710/jati.14.3.119-128
Suwarsih, N., Gunawan, T., Parahyangan, U. K., & Parahyangan, U. K. (2021). Pengaruh media sosial terhadap citra merek influence of social media on brand image. COSTING: Journal of Economic, Busines and accounting, 4(2), 712–730. https://doi.org/10.31539/costing.v4i2.2043
Utami, S. (2018). Kuliner Sebagai Identitas Budaya: Perspektif Komunikasi Lintas Budaya. CoverAge: Journal of Strategic Communication, 8(2), 36–44. https://doi.org/10.35814/coverage.v8i2.588
Wijoyo, H., Indrawan, I., Cahyono, Y., Handoko, A. L., & Santamoko, R. (2020). Generasi Z & Revolusi Industri 4.0. Purwerkerto: CV. Pena Persada.
Yuwono, V. K (2019). Persepsi Panca Indra Generasi Z Terhadap Makanan Tradisional Khas Surabaya. Skripsi. Universitas Ciputra
Al-Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23), 129–139. https://doi.org/10.5539/ass.v11n23p129
Andriyanty, R., & Wahab, D. (2019). Preferensi konsumen generasi Z terhadap konsumen produk dalam negeri. ETHOS (Jurnal Penelitian Dan Pengabdian), 7(2), 280–296. https://doi.org/10.29313/ethos.v7i2.4694
Aprilia, M. P. (2018). Instagram and buying decision processes of restaurant consumers. Asian Journal of Media and Communication (AJMC), 2(2), 13–18. https://journal.uii.ac.id/AJMC/article/view/11870/8803
Arifin, F. (2017). Pergulatan identitas kultural antara fastfood dan kudapan. Jurnal Penelitian Humaniora, 18(1), 47. https://doi.org/10.23917/humaniora.v18i1.3640
Atmoko, D. B. (2012). Instagram Handbook Tips Fotografi Ponsel. Jakarta: Media Kita.
Canny, I. U. (2013). The role of food quality, service quality, and physical environment on customer satisfaction and future behavioral intentions in casual dining restaurant. Conference: The 7th National Research Management Conference, Sriwijaya University. https://doi.org/10.2139/ssrn.2363339
Dwidienawati, D., & Gandasari, D. (2018). Understanding Indonesia’s generation Z. International Journal of Engineering and Technology(UAE), 7(3), 250–252. https://doi.org/10.14419/ijet.v7i3.25.17556
Fathelrahman, E., & Basarir, A. (2018). Use of social media to enhance consumers’ options for food quality in the United Arab Emirates (UAE). Urban Science, 2(3), 70. https://doi.org/10.3390/urbansci2030070
Fisher, H., Du Rand, G., & Erasmus, A. (2012). The power of food images to communicate important information to consumers. International Journal of Consumer Studies, 36(4), 440–450. https://doi.org/10.1111/j.1470- 6431.2011.01068.x
Gircela, D., & Wati, L. N. (2020). Pengaruh kualitas produk terhadap citra merk dan dampaknya terhadap keputusan pembelian konsumen. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 9(1), 09–24. https://doi.org/10.37932/j.e.v9i1.45
Hendianto, W. C. E. H. (2015). Perancangan komunikasi visual produk inovasi olahan makanan semanggi beserta media promosi pendahuluan. Jurnal Desain Komunikasi Visual Adiwarna, 1(6), 1-6. https://publication.petra.ac.id/index.php/dkv/article/view/3188/0
Irwanto, I., & Hariatiningsih, L. R. (2019). Aktivitas santap dan minum generasi Z pada media sosial Instagram. Mediator: Jurnal Komunikasi, 12(2), 141–154. https://doi.org/10.29313/mediator.v12i2.5048
Kotler, P., Bowen, J. R., & Makens, J. (2014). Marketing for hospitality and tourism. Droleng Kindersely publication.
Kurniawati, F., & Gunansyah, G. (2019). Semanggi Suroboyo Desa Kendung Benowo-Surabaya sebagai sumber belajar berbasis etnopedagogi di sekolah dasar. Jurnal Penelitian Pendidikan Guru Sekolah Dasar, 7(3), 3061–3070.
Majid, M. A. A., Samsudin, A., Noorkhizan, M. H. I., Zaki, M. I. M., & Bakar, A. M. F. A. (2018). Service Quality, Food Quality, Image and Customer loyalty: An Empirical Study at a Hotel Restaurant. International Journal of Academic Research in Business and Social Sciences, 8(10). https://doi.org/10.6007/ijarbss/v8-i10/5310
Margery, E. (2019). Keputusan pembelian mie sedaap oleh generasi Z sebagai makanan mie instant di Kota Medan. Jurnal Ilmiah Abdi Ilmu, 12(1), 1–7. https://jurnal.pancabudi.ac.id/index.php/abdiilmu/article/view/523
Mitrapost. (2020). Mitos Daun Semanggi dan Manfaatnya untuk Kesehatan. Diakses pada 22 January 2021, dari https://mitrapost.com/2020/08/04/mitos-daun-semanggi-dan- manfaatnya-untuk-kesehatan/? utm_source=rss&utm_medium=rss&utm_campaign=mitos-daun-semanggi-dan- manfaatnya-untuk-kesehatan
Mohamed, M. E., Hewedi, M., Lehto, X., & Maayouf, M. (2020). Marketing local food and cuisine culture online: a case study of DMO’s websites in Egypt. Emerald, 6(4), 1045-1068l. https://www.emerald.com/insight/content/doi/10.1108/IJTC-05-2019- 0067/full/html
Nurjanah, Azka, A., Abdullah, A. (2012). Aktivitas Antioksidan dan Komponen Bioaktif Semanggi Air (Marsilea Crenata). Jurnal Inovasi dan Kewirausahaan. 1(3). 152-158
Octaviana, V., & Susilo, D. (2021). Impact of @RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284. https://doi.org/10.25139/jkp.v5i3.3873
Parker, K., & Igielnik, R. (2020). On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far. Pewresearch.
Poerwanto, E. (2019). Disayangkan, Milenial Malu Sebut Kuliner Jajanan Pasar. Diakses pada 11 Januari 2021, dari https://bisniswisata.co.id/disayangkan-milenial-malu-sebut- kuliner-jajanan-pasar/
Prasetya, W., Yulius, C., Industri, P. T., Teknik, F., & Jaya, U. A. (2017). Pengaruh kualitas produk dan citra merek terhadap kepuasan konsumen dan minat beli ulang: Studi pada Produk Eatlah. Jurnal Teknologi, 11(2), 92–100. DOI: https://doi.org/10.3415/jurtek.v11i2.1399
Putri, J. A. (2020). Pengaruh produk, harga dan media sosial instagram terhadap keputusan generasi millenial dalam pembelian produk kuliner tradisional di Pasar Semawis Semarang. 5(2), 744–757.
Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134. www.ijsred.com
Rahman, F. (2018). Kuliner Sebagai Identitas Keindonesiaan. Jurnal Sejarah, 2(1), 43–63. DOI:10.26639/js.v%vi%i.118
Resti, N. D. (2013). The Psychological Effect of Uploading Food Picture on Social Media to Willingness to Dine Out. Journal of Social and Development Sciences, 4(7), 316–324. https://doi.org/10.22610/jsds.v4i7.767
Setiawan, R. (2016). Memaknai kuliner tradisional di Nusantara: Sebuah tinjauan etis. Respons, Gabriele W(01), 113–140. http://ejournal.atmajaya.ac.id/index.php/response/article/download/527/194/
Setyowati, D. D. (2016). Semanggi sebagai identitas kolektif masyarakat Kota Surabaya. Journal Unair, 5(2), 1–15. http://journal.unair.ac.id/Kmnts@semanggi-sebagai-identitas-kolektif- masyarakat-kota-surabaya-article-10680-media-135-category-8.html
Sunaryo, I. (2019). Effects of food quality, service quality, price, environment, and location towards customer loyalty of Indonesia’S Local Fast Food Industry . Jurnal Teknik Industri, 14(3), 119. https://doi.org/10.14710/jati.14.3.119-128
Suwarsih, N., Gunawan, T., Parahyangan, U. K., & Parahyangan, U. K. (2021). Pengaruh media sosial terhadap citra merek influence of social media on brand image. COSTING: Journal of Economic, Busines and accounting, 4(2), 712–730. https://doi.org/10.31539/costing.v4i2.2043
Utami, S. (2018). Kuliner Sebagai Identitas Budaya: Perspektif Komunikasi Lintas Budaya. CoverAge: Journal of Strategic Communication, 8(2), 36–44. https://doi.org/10.35814/coverage.v8i2.588
Wijoyo, H., Indrawan, I., Cahyono, Y., Handoko, A. L., & Santamoko, R. (2020). Generasi Z & Revolusi Industri 4.0. Purwerkerto: CV. Pena Persada.
Yuwono, V. K (2019). Persepsi Panca Indra Generasi Z Terhadap Makanan Tradisional Khas Surabaya. Skripsi. Universitas Ciputra
Published
2024-01-20
Section
Articles
Copyright (c) 2024 Fetty Asmaniati, Victor Kurniawan Yuwono
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
