Pengaruh Konten Food Vlog di Youtube terhadap Perilaku Konsumtif Subscriber (Studi Survei kepada Subscriber Ria Sw)

Abstract

Youtube has become one of the most interested social media in Indonesia, including food vlog content owned by Ria SW. Food vlog content also has a correlation with consumer behavior that related with online transactions. In this study, researcher will discuss how youtube content influences consumer behaviour of Ria SW subscriber. Paradigm used in this research is positivistic paradigm, with research approach used in this research is quantitative. The purpose of this research is to know whether or not there is an influence of Ria SW’s food vlog content towards the consumptive behavior of her subscribers. Research method used in this research is survey method, with the type of explanatory research. Researches used the S – R theory as a theoretical refrence in this research. Through hypothesis testing using t test, the amount of t value 9.538 > t table 1,985 which means ho is declined and ha is accepted. Based on these data, the results “food vlog has a strong influence on consumer behavior”.