EKSPLORASI DAMPAK GENDER FOOD-VLOGGER TERHADAP DINAMIKA KEPUTUSAN PEMBELIAN KONSUMEN BARU

Authors

  • Khadyra Oktaviani Anwar Politeknik Negeri Bandung
  • Shelsa Debora Politeknik Negeri Bandung
  • Hidya Indira Lastari Politeknik Negeri Bandung

DOI:

https://doi.org/10.32815/jpro.v6i2.2497

Keywords:

Gender Food-Vlogger, Keputusan Pembelian, Kopi Saring Sinar Pagi

Abstract

Penelitian ini mengkaji pengaruh gender Food-Vlogger terhadap keputusan pembelian konsumen baru Kopi Saring Sinar Pagi di Bandung. Menggunakan survei eksplanatori dengan 100 responden yang menonton ulasan di Instagram, variabel bebas adalah gender Food-Vlogger, dan variabel terikat adalah keputusan pembelian. Data dianalisis menggunakan Structural Equation Modeling (SEM). Hasil menunjukkan Food-Vlogger Laki-laki memiliki pengaruh lebih signifikan dibandingkan Perempuan terhadap keputusan pembelian konsumen baru Kopi Saring Sinar Pagi

Author Biography

Shelsa Debora, Politeknik Negeri Bandung

Shelsa Debora is an undergraduate student at Politeknik Negeri Bandung, majoring in *Business Administration. She has experience in marketplace administration, business development, and marketing. As an agile learner, she actively seeks opportunities to expand her expertise and contribute to impactful projects that drive organizational growth and societal benefits.

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Published

25-08-2025

How to Cite

Anwar, K. O., Debora, S., & Lastari, H. I. (2025). EKSPLORASI DAMPAK GENDER FOOD-VLOGGER TERHADAP DINAMIKA KEPUTUSAN PEMBELIAN KONSUMEN BARU . Jurnal Manajemen Dan Profesional, 6(2), 44–59. https://doi.org/10.32815/jpro.v6i2.2497

Issue

Vol. 6 No. 2 (2025): Jurnal JPRO

Section

Articles

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Copyright (c) 2025 Khadyra Oktaviani Anwar, Shelsa Debora, Hidya Indira Lastari

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