Exploring the impact of TV advertising and social media influencers in culinary marketing

Abstract

Purpose — This quantitative research aims to analyze and determine the impact of TV advertising and social media influencer endorsements on buying interest in the culinary field. Method — This research is quantitative in nature, focusing on individuals in Indonesia who utilize and watch digital TV. The research population includes those who meet the specified criteria. A total of 113 respondents participated, and primary data was collected through online questionnaires. The data analysis employed regression techniques. Result — As a result of this study, both social media influencers and TV advertising have been found to positively and significantly influence buying interest. Novelty — This research is pioneering in examination of digital TV advertising within the culinary field, and it extends its scope by investigating the widely used advertising medium of social media influencers.

Keywords

• social media influencer
• tv advertising
• buying interest