Effects of Social Media Marketing on Vegetarian Food Literacy and Post-Purchase Decision

Nadya Sherwin Sherwin; Sulaiman Helmi; Muji Gunarto; Trisninawati Trisninawati

doi:10.47747/ijfr.v5i1.1706

Authors

Nadya Sherwin Sherwin Bina Darma Univercity
Sulaiman Helmi Universiyas Bina Insan
Muji Gunarto Universitas Bina Darma
Trisninawati Universitas Bina Darma

DOI:

https://doi.org/10.47747/ijfr.v5i1.1706

Keywords:

social media, vegetarian food literacy, purchase decision, AISAS model, SEM-PLS

Abstract

This study aims to determine and analyze the effect of social media on vegetarian food literacy, the effect of vegetarian food literacy on purchasing decisions, and the components of the AISAS model that most effectively influence consumer purchasing decisions. This study involved 158 respondents. Respondents consisted of Generation Y and Z in Palembang, who were selected using the purposive sampling quota technique. Data collection was carried out using an online questionnaire. SEM-PLS analysis in this study was used to analyze the direct influence of social media on vegetarian food literacy and consumer purchasing decisions based on AISAS modeling. The results of this study indicate that social media has a significant and positive effect on consumers' attention, interest, and search factors. The share factor is the most influential factor in consumer purchasing decisions and on vegetarian products. The influence given by influencer testimonials and friends is considered the most effective in attracting other consumers to buy. This can be a reference for vegetarian food businesses to find the most effective marketing methods to attract consumer purchasing decisions

References

Adolf, L. P. M., & Lapian, S. L. H. V. J. (2020). The Effect Of Social Media Marketing And Word Of Mouth On Purchase Decisions At Coffee Shops In Manado. J.E. Tulung… 126 Jurnal EMBA, 8(1), 126–135.

Bowo, A. N. A., Paryanto, P., & Iqbal, M. (2023). Pengaruh Media Sosial Instagram terhadap Gaya Hidup Mahasiswa. Jurnal Ilmu Manajemen Dan Pendidikan (JIMPIAN), 3(1). https://doi.org/10.30872/jimpian.v3i1.2249

Ditzler, N., & Greenhawt, M. (2018). Influence of health literacy and trust in online information on food allergy quality of life and self-efficacy. Annals of Allergy, Asthma and Immunology, 117(3), 258-263.e1. https://doi.org/10.1016/j.anai.2016.07.011

Gulseven, O. (2018). Estimating factors for the demand of organic milk in Turkey. British Food Journal, 120(9). https://doi.org/10.1108/BFJ-12-2017-0712

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1). https://doi.org/10.1108/EBR-11-2018-0203

Hera, H., & Fourqoniah, F. (2023). Pengaruh Brand Image dan Brand Ambassador Terhadap Purchase Decision melalui Brand Trust sebagai Intervening. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(3). https://doi.org/10.47065/ekuitas.v4i3.2810

Malan, H., Watson, T. D., Slusser, W., Glik, D., Rowat, A. C., & Prelip, M. (2020). Challenges, Opportunities, and Motivators for Developing and Applying Food Literacy in a University Setting: A Qualitative Study. Journal of the Academy of Nutrition and Dietetics, 120(1). https://doi.org/10.1016/j.jand.2019.06.003

Oktimawati Dewi, N. Y., Primyastanto, M., & Abidin, Z. (2018). Analisis Hubungan Media Sosial Terhadap Keputusan Berkunjung Wisatawan Taman Wisata Pantai Ria Kenjeran Surabaya Dengan Metode AISAS. ECOFIM; Journal of Economic and Social of Fishieries and Marine, 05(02), 129–143.

Putri, I., Bayuni, E. M., & Srisusilawati, P. (2021). Pengaruh Literasi dan Religiusitas terhadap Keputusan Pembelian Makanan Kaki Lima di Universitas Islam Bandung. Prosiding Keuangan Dan Perbankan Syariah.

Rihn, A., Wei, X., & Khachatryan, H. (2019). Text vs. logo: Does eco-label format influence consumers’ visual attention and willingness-to-pay for fruit plants? An experimental auction approach. Journal of Behavioral and Experimental Economics , 82.