THE INFLUENCE OF FOOD VLOGGER CONTENT, INSTAGRAM PROMOTION, AND INNOVATION PRODUCT TO DECISION PURCHASE BAKPIA PRODUCTS

Abstract

ABSTRACT

The increasingly developing era makes technology increasingly advanced, especially Instagram social media which has been widely used by the general public to post photos, make videos ( vlogs ), and do promotions on Instagram. This study aims to provide empirical evidence of the influence of food vlogger content, Instagram promotions and innovation. product against the decision product purchase bakpia champion One Solo. The sample used in this study was 40 people. The sample determination was done using the purposive sampling method . The results of this study showed that food vlogger content did not have a significant effect on purchasing decisions for Bakpia Juwara Satoe Solo products, Instagram promotions had an effect. in a way significant against decision purchase product bakpia champion one Solo, product innovation has a significant influence on purchasing decisions for Bakpia Juwara Satoe Solo products.

Keywords:Food Vlogger Content,Instagram Promotion, Product Innovation, Purchase Decision