PENGARUH KONTEN DAN PROMOSI FOOD VLOGGER @KOKOBUNCIT TERHADAP MINAT KULINER DI KALANGAN MAHASISWA TATA BOGA UNESA

THE INFLUENCE OF CONTENT AND PROMOTION OF FOOD VLOGGER @KOKOBUNCIT ON CULINARY INTEREST AMONG UNESA CULINARY STUDENTS

    Penelitian ini bertujuan untuk mengetahui (1) pengaruh konten food vlogger @kokobuncit terhadap minat kuliner di kalangan mahasiswa tata boga UNESA, (2) pengaruh promosi food vlogger @kokobuncit terhadap minat kuliner di kalangan mahasiswa tata boga UNESA, (3) pengaruh konten dan promosi food vlogger terhadap minat kuliner di kalangan mahasiswa tata boga UNESA.

    Penelitian ini menggunakan metode survei dengan instrumen pengumpulan data menggunakan kuisioner yang disebar melalui Google Form kepada 50 sampel yang memenuhi syarat dari 391 populasi yaitu mahasiswa aktif program studi S1 Pendidikan Tata Boga UNESA yang dilakukan pada tanggal 15 hingga 16 April 2023. Karakteristik responden dalam penelitian ini adalah mahasiswa prodi S1 Pendidikan Tata Boga usia 19-23 tahun yang memahami kuliner, mengikuti akun @kokobuncit atau pernah meonton konten food vlogger @kokobuncit, dan mengikuti tren kuliner di Surabaya melalui akun @kokobuncit. Data hasil kuisioner diolah menggunakan IBM SPSS 24 untuk diketahui pengaruhnya menggunakan analisis regresi ganda dengan uji parsial dan uji simultan.

    Hasil penelitian menunjukkan bahwa: (1) konten food vlogger @kokobuncit berpengaruh terhadap minat kuliner dengan nilai sebesar 4,430; (2) promosi food vlogger @kokobuncit berpengaruh terhadap minat kuliner dengan nilai sebesar 2,608; (3) konten dan promosi food vlogger @kokobuncit berpengaruh secara simultan terhadap minat kuliner dengan nilai sebesar 42,146 dan nilai R square sebesar 0,642 atau besaran pengaruhnya 64,2%.

Kata kunci: konten, food vlogger, promosi, Instagram, minat kuliner

    This study aims to determine (1) the influence of food vlogger @kokobuncit content on culinary interest among UNESA culinary students, (2) the influence of food vlogger @kokobuncit's promotion on culinary interest among UNESA culinary students, (3) the influence of content and promotion food vlogger on culinary interest among UNESA culinary students.

    This study used a survey method with data collection instruments using questionnaires distributed via Google Form to 50 samples that met the requirements from 391 populations, namely active students of the UNESA Culinary Education Study Program which was conducted from April 15 to 16 2023. Characteristics of the respondents in this study are Culinary Education undergraduate students aged 19-23 who understand culinary, follow the @kokobuncit account or have watched food vlogger @kokobuncit content, and follow culinary trends in Surabaya through the @kokobuncit account. Questionnaire result data were processed using IBM SPSS 24 to determine the effect using multiple regression analysis with partial tests and simultaneous tests.

    The results of the study showed that: (1) the content of the food vlogger @kokobuncit had an effect on culinary interest with a value of 4.430; (2) the promotion of food vlogger @kokobuncit had an effect on culinary interest with a value of 2.608; (3) the content and promotion of the food vlogger @kokobuncit have a simultant effect on culinary interest with a value of 42.146 and an R square value of 0.642 or an effect size of 64.2%.

Keywords: content, food vlogger, promotion, Instagram, culinary interest