International Journal of Business and Economy (IJBEC) eISSN: 2682-8359 | Vol. 4 No. 3 [September 2022]
Journal website: http://myjms.mohe.gov.my/index.php/ijbec
THE IMPACT OF FOOD-BATTLE VIDEO CONTENT: A CASE OF TASYI ATHASYIA YOUTUBE CHANNEL
Syafina Almaira1* and Ira Fachira2
1 2 School of Business and Management, Bandung Institute of Technology, Bandung, INDONESIA
*Corresponding author: [email protected]
Article Information:
Article history:
Received date : 24 July 2022 Revised date : 25 August 2022 Accepted date : 1 September 2022 Published date : 10 September 2022
To cite this document:
Almaira, S., & Fachira, I. (2022).THE IMPACT OF FOOD-BATTLE VIDEO CONTENT: A CASE OF TASYI ATHASYIA YOUTUBE CHANNEL.
International Journal of Business and Economy, 4(3), 154-169.
Abstract: Internet and social media have become essential in the digital era and have become the primary medium to receive information and news during the COVID-19 pandemic. Most business owners utilize experts in their business area to influence people with their actions called influencers. In this context, YouTube provides a platform that allows Indonesian food influencers to deliver their culinary interests in informative ways. This research aims to understand how effectiveness of influencers affect customers’ perceived credibility and purchase intention and determine how perceived video characteristics affects customer purchase intention. Moreover, this study determines the moderating effect of brand image in the relationship between effectiveness of influencers to purchase intention. For this study, the researcher sees one of the famous Indonesian food influencers, Tasyi Athasyia and focus on Tasyi Athasyia Food-Battle video content. The data in this research used quantitative methods with 264 respondents of Tasyi Athasyia Food Battle video content viewers. The data was processed using PLS-SEM. The research found that the effectiveness of influencers, especially Tasyi Athasyia, significantly impacts the perceived credibility of information and purchase intention. Also, brand image is a quasi-moderator of the effectiveness of influencers to purchase intention.
Furthermore, the research also shows that perceived video characteristics significantly affect purchase intention through the perceived credibility and usefulness of the video's information.
Keywords: Food Influencers, Influencers, Brand Image, Effectiveness of Influencers, Perceived Video Characteristics, Perceived Credibility of Information,
1. Introduction
Internet and social media have become essential things in this digital era. The internet has become the primary medium for people to receive information and news, especially since the COVID-19 pandemic hit the world and affected many aspects of life. The Indonesian Government announced the first case of Coronavirus in Indonesia in March 2020. COVID-19 pandemic has a significant role in escalating the number of internet users in Indonesia as the government regulation forces people to do all their activities online. People become more dependent on the internet and social media to fulfil their social interactions and economic needs. The number of internet users in Indonesia increased rapidly to 64.25% in 2020 during the Indonesia COVID-19 spread (Badan Pusat Statistik, 2021). Indonesia's rapidly rising number of internet users has an impact on increasing social media users. As of 2021, Indonesia is in the fourth position with the highest number of social media users worldwide after China, India, and the United States, with current active social media users close to 200 million (Dixon, 2022). Therefore, the increasing number of social media users has led many businesses to utilize social media such as Instagram or YouTube and use influencers who are experts in their business area to influence people with their social media accounts.
Influencers can utilize their social media to post content about specific areas such as lifestyle, fashion, healthy living, food, beauty, or others. In the food industry, a famous influencer is called a food influencer. A food influencer is a person that creates videos to give reviews about some new or viral food brand. Many Indonesian Food influencers use YouTube to feature their culinary activities since YouTube is the most accessed social media platform in Indonesia (Katadata, 2021). Briliana et al. (2020) also stated that YouTube provides a platform that allows Indonesian Food influencer to deliver their culinary interests in engaging and informative ways.
Food influencers use YouTube as their channel because the customer in the food business relies on YouTube to find information about the taste of the food or menu recommendations.
Influencer content communicates with potential customers more genuinely, honestly, and directly than brand-generated advertising (Talavera, 2015). Moreover, a study by Hsu et al.
(2013) found that the recommendations can significantly affect customer consideration before their final purchasing decision and depend on the content. Jiménez-Castillo and Sánchez- Fernández's (2019) also stated that perceived influence from content made by digital influencers affects the intention to purchase the recommended brand.
One of the famous food influencers in Indonesia is Tasyi Athasiya, an Indonesia content creator that reviews various Food and Beverage brands or restaurants with more than 2 million subscribers in YouTube. Tasyi Athasyia YouTube channel provides various content such as Jajanan Fav Tasyi, Review Restaurant, Battle Makanan, Trying Food Around the World, and other content segments. The research will focus to Food-Battle content that reviews a similar food product from several brands or restaurants that appeared in this Food and Beverage industry.
Perceived Usefulness of Information, Purchase Intention, Tasyi Athasyia.
The emergence of many food brands and restaurants with similar products gives customers lots of choices. Tasyi’s YouTube channel could help the viewers find a suitable brand that matches their appetite. If the review about the product is positive, it also could help the business owners to raise their brand awareness and brand image. Therefore, this research aims to know when their interest in buying is generated and what factors influence Tasyi Athasyia viewers’
intention to purchase food and drinks. Knowing the actual factor that influenced viewers’ buy intent will assists Tasyi Athasyia’s YouTube channel enhance her review explanation in her video and content, which can help new local food and beverage brands improve and develop their companies. Furthermore, the research could also help other food influencer to determine what type of content that could boost their own channel based on customers consideration.
2. Literature Review
Perceived Video Characteristics (PVC)
YouTube video content has some characteristics supported by specific features, such as quality may affect customers' purchase intention (Satgunam et al., 2010). The quality of the video, whether high or low, it could affect user engagement. The higher quality of the video could increase user engagement (Dobrian et al., 2013). Khan (2017) conceptualized YouTube user engagement as active participation and passive content consumption by liking or disliking, commenting, and sharing the video based on entertainment, interaction, and information-giving motives. A comment may be seen as an indicator of product popularity on a product's online content and can affect purchase intention (Lee, 2009). Harris and Rae (2009) also supported this statement; many consumers prefer to base their purchasing decisions on the comments and recommendations made by other consumers on social media. Furthermore, the length of the video, preparation, and presentation of the content also influence customer purchase intention (Yüksel, 2016).
Perceived Credibility of Information in The Video (PCI)
The standard definition of credibility in the communication and psychology field is the believability of information (Metzger et al., 2015). Believable people are credible people.
According to Brown et al. (2007), people tend to consider the argument as a valid source from credible people sources, and it can lead them to process the expert message with a positive bias.
Based on previous research, the credibility of information provided by the YouTube Influencer affects consumers' perceived information credibility (Xiao, Wang & Chan-Olmsted, 2018).
Silvera (2004) posits that consumers perceive a celebrity, now often called an influencer, through how they endorse products. Consumers often consider reviews credible if it is congruent with their knowledge and experience (Cheung et al., 2009). Endorsing or giving product recommendations is also more influential than traditional recommendations (Senecal
& Nantel, 2004). A prior study has discovered the impact of the review on brand image in consumers' minds (Kostyra et al., 2016). Furthermore, Mir and Rahman (2013) stated that consumers believe that product reviews and information generated from product content on YouTube are more reliable than commercials.
Perceived Usefulness of Information in The Video (PU)
Consumers today utilize social media like YouTube to access user-generated or influencer product information to help them make a purchasing decision. Perceived usefulness is the extent to which online platforms belief that the information would increase efficiency in obtaining product information (Pavlou & Fygenson, 2006). The influence’s content on
YouTube can be from reviews that deliver some information when they try the products and use customers’ perspectives. The previous study stated that these kinds of reviews could make the customer feel the usefulness of the information provided and strongly influence consumers’
products, also leading to purchase behavior (Senecal & Nantel, 2004). Other studies also have found that the usefulness of the information and the easily accessible information is affected by the online consumption decision (Cheung, Lee, & Rabjohn, 2008).
Effectiveness of Social Media Influencers (EI)
Social media influencers represent a new independent, third-party spokesperson who could change social media users’ sentiment through video blogs (vlogs) and others (Gorry, 2009).
Using a platform like Instagram, YouTube, or others, influencers create content to promote specific products to gain followers (Glucksman, 2017). Influencers can provide testimonies about the advantages of using a product, endorse a product, or act as a brand spokesperson for a certain period (Blackwell et al., 2006). Most marketers choose attractive, credible, or expert influencers regarding the product while simultaneously matching the intended brand image (Hakimi, Abedniya, & Zaeim, 2011). Dissanayake and Weerasiri (2017) used the terms effectiveness of influencers to refer to the outcome of source-based factors. They were referring to the TEARS model (Trustworthiness, Expertise, Attractiveness, Respect, and Similarity) suggested by Shimp (2010) to determine the effectiveness of the source of information an influencer gives.
Brand Image (BI)
Brand image is defined as the brand association that customers remember when they think about a brand (Keller, 1993). Brand associations' strength, favorability, and uniqueness may describe a brand's image. A robust, favorable, and distinct brand image relates positively to the willingness to pay premium pricing and more considerable brand equity (Faircloth, Capella, &
Alford, 2001). It involves customer perceptions, emotions, or any symbolic meaning. To a previous study by Mukherjee (2009), influencers have two sides of impact on the brand. If they give positive feedback, it can be beneficial for the company. Otherwise, it can negatively affect brand image since it can change the consumers' perspectives. Brand image can be the moderating variable between social media communication and consumers' behavioral intention. Lin et al. (2013) found that brand image has moderating in the relationship between eWoM to purchase intention. As a result, when the brand image is regarded as strong, favorable, and distinctive, video content significantly influences consumers' brand buy intention than when the brand image is perceived as less intense, favorable, and unique.
Purchase Intention (PI)
Purchase intention refers to a consumer's desire to purchase a product or service or, in other words, (Younus, Rasheed, and Zia, 2015). Purchase intention will occur when consumers have a favorable attitude or expression about brands or services, as they are impacted by the excellent attitude toward the product or services (Sa'ait, Kanyan, and Nazrin, 2016). Several factors from the brand affect the customers' purchase intention. According to Lin et al. (2013), viewing online reviews and comments makes the customers feel more confident with the products and increase their purchase intention. Electronic word of mouth (eWoM) quality, quantity, and source expertise positively impacts purchase intention. Their research also found that brand image has a moderating effect on eWOM and purchase intention. Other research also supports that brand image has moderating effects on eWOM to purchase intention (Kala & Chaubey,
2018). Another factor that can affect purchase intention on a Brand is video characteristics.
Therefore, the researcher focused on the factors that can significantly affect customer purchase intention in the current research.
2.1 Problem Statement
In early 2021, the number of culinary businesses reached more than 200,000 in the marketplace (Haasiani, 2021). Companies must be creative and adaptive so that their business can reach its target market. The growth of the culinary business also gives the customer lots of brand choices and a lack of awareness of a new brand. Before choosing a brand in the culinary industry, customers tend to search for external information (Pedraja & Yagüe, 2001). From the previous study, the electronic word-of-mouth or e-WoM recommendations lead to consumers’
motivations to process information. Consumers tend to accept the recommendation, so they are willing to switch their declared attributes preferences and choose the optimal product recommended (Gupta & Harris, 2010). One of the examples is when people or Social Media influencers (SMI) create contents that include reviewing and promoting some products.
With the development of technology and the increasing use of social media, Adreani et al.
(2021) stated that Social Media Influencer (SMI) has become one of the most effective ways of promoting brands. Tasyi Athasyia is a content creator that can be categorized as an Influencer active on YouTube and Instagram as her channel to share her preference on what she would like to buy to her viewers. With 268,427,241video views on YouTube, Tasyi regularly uploaded new videos three times a week with a variety of content segment. According to socialblade.com, the data suggests that Tasyi Athasyia's channel's YouTube analytical history has increased significantly from May 2021.
Tasyi's purpose when creating her channel was to share her hobbies in the culinary and cooking with her viewers, then later became a piece of information for customers before buying a product because her explanations were fun and detailed. People tend to believe influencers, in this case, Tasyi Athasyia, more as she always gives an honest review for the product. From all of this comes an interest in delving into the impact of the video food battle review created by Tasyi Athasyia since food battle content has become popular nowadays. The viewers are stimulated to choose the winner's products since they expressed a positive preference. Birch (1999) associates people's food's sensory with a positive signal that creates a favourable for that food. However, Yeomans (2007) explains that if the consequences are negative, such as nausea or displeasing, it can make people aversion to food. Tasyi preference is also supported by viewers who approve of her choices and have similar preferences.
Knowing the factors that can influence food purchase intention would allow the influencer to improve the information and quality of their video based on the customer preference for specific content. The objective of this research is to understand how effectiveness of Tasyi Athasyia through Food-Battle video content affect customers’ perceived credibility and purchase intention. Moreover, the objectives are to determine how perceived video characteristics affects customer purchase intention from watching Tasyi Athasyia Food-Battle video content, and to determine how brand image moderate effectiveness of Tasyi Athasyia to purchase intention. By answering the objectives, researcher could give recommendation to influencers to help their viewers find a food product and gain more viewers and engagement.
Influencers could also help out to promote the product. This study also allows food business
owners to improve their business by determining which influencer they should collaborate with.
3. Method
The research uses quantitative method with purposive sampling technique considering the researcher want to select the specific criteria such as viewers of Tasyi Athasyia YouTube Channel who watch Food-Battle video content. The detailed method that used for this research will be more explained on the following section.
3.1 Materials
This section describes the material used in this study, including samples, sites, and an explanation of material preparations.
3.1.1 Samples
To gather the data, researcher used an online questionnaire to get respondents. The data collected will test the correlation between the independent variables to the dependent variable whether positive or negative to prove the hypothesis with moderating variable. The scope of the research will be limited to people who watch Food-Battle Content on Tasyi Athasyia YouTube channel. The researcher selects the number of samples required for the research using Malhotra's (2010) sampling approach, which suggested that the lowest sample number the researcher could choose the number of samples required for the research, which indicated that the lowest sample number utilized for a marketing study would be 200 samples. A total of 264 survey responses were collected as the data for this study.
3.1.2 Site
The research conducted online survey using questionnaire to gather the primary data. The research uses online survey using questionnaire to gather more respondents in broaden region in Indonesia. Furthermore, the online survey is less time consuming and can be targeted to specific criteria.
3.1.3 Procedures
The research aims to explore new hypothesis model with exploratory of causal relationships and impact among variables. According to Hair et al. (2019), PLS-SEM are used when the analysis relates to testing the theoretical framework of predictive perspectives, the structural model is complex, and include many constructs. Since the researcher uses an exploratory to generate the hypothesis and wants to examine complex relationship between variable, PLS- SEM is appropriate to this study. The conceptual framework and variable operationalization had been presented in the following figure (Figure 1). Effectiveness of Influencers and Perceived Video Characteristics has a role as an independent variable and Purchase Intention is the dependent variable. Moreover, the term Perceived Credibility of Information and Perceived Usefulness of Information is the intervening variable and Brand Image is the moderating variable between the relationship between effectiveness of influencers.
Figure 1: Theoretical Framework
From the literature review, the theoretical framework as the figure above with the hypothesis proposed is as follows:
H1: Perceived video characteristic has positive significant relation with perceived credibility of information in the video.
H2: Perceived video characteristic has positive significant relation with perceived usefulness of information in the video.
H3: Perceived credibility of Information in the video has positive significant relation with the perceive usefulness of information in the video.
H4: Perceived credibility of Information in the video has positive significant relation with purchase intention.
H5: Perceived usefulness of the information in the video has positive significant relation with purchase intention.
H6: Effectiveness of influencers has a positive significant relation with perceived credibility of Information in the video.
H7: Effectiveness of influencers has a positive significant relation with purchase intention H8: The effectiveness of influencers on customers’ purchase intention tends to be larger when the brand’s image as stronger, more favorable, and more unique.
3.2 Measurement
The dependent variable in this study is “Purchase Intention” which was measured using 5 items and was prepared from Younus et. al. (2015). As for the independent variables “Effectiveness of Influencers” measured using 5 items and prepared from Shimp (2010) and “Perceived Video Characteristics” measured using 4 items from Khan (2017). Moreover, the intervening variable
“Perceived Credibility of Information” (5 items) and “Perceived Usefulness of Information” (3 items) were constructed based on prior work Yüksel (2016) and term “Brand Image” as the moderating variable measured using 4 items were developed by the researcher. The items are included in the Appendix and 5-point Likert scale was employed as the data measurement scale ranging from strongly disagree (1) to strongly agree (5).
3.3 Data Analysis
To analyze the data, researcher used SmartPLS and results of the study using Partial Least Square (PLS) Structural Equation Modeling (SEM). PLS-SEM examines the predictive correlation between constructs to see whether the relationship or influence between them (Chin
& Newsted, 1999). As a result, PLS-SEM is appropriate for the study since the researcher want to examine complex relationship between latent variable. The research instrument was measured with questionnaires that contain of 26 questions items to initial sample for piloting test to 30 initial samples. After the piloting test are valid and reliable, the researcher distributed the questionnaire to 264 respondents to obtain the research data.
3.3.1 Validity and Reliability
The measurement model in this stage was analyzed using the procedure defined for reflective measurement model (Hair et al., 2019). Initially, the internal consistency of the measurement items was assessed by ensuring the Composite Reliability and Cronbach’s Alpha (α) are above 0.7 (Shuttleworth, 2015). The result show that the minimum Cronbach’s Alpha value was 0.715 and The Composite Reliability values for this study ranged from 0.823 to 1.000 indicating that the measurements items adapted in this study are considered reliable.
After having confirmed the reliability, the instrument was subjected to validity test. Hair et al.
(2019) suggested the validity of the data is measured with two components which are convergent validity and discriminant validity for reflective constructs. Convergent validity is evaluated using Standardized Loading Factors (SLF) and Average Variance Extracted (AVE).
According to Tabachnick & Fidell (2014), for the indicator considered satisfactory if the SLF score are above 0.7. However, a loading between 0.4 and 0.7 is considered fair and can be acceptable. Moreover, AVE should be greater or equal to 0.5 to achieved its validity (Ahmad et al., 2016).
Table 1: Convergent Validity and Reliability Test
Variable Number
of Items
Minimum Loading
Factor
Average Variance Extract
Composite Reliability
Cronbach’s Alpha (α)
Effectiveness of Influencers 5 ≥0.662 0.520 0.843 0.768
Perceived Video Characteristics 4 ≥0.737 0.594 0.854 0.772
Perceived Credibility of Information
5 ≥0.696 0.563 0.865 0.805
Perceived Usefulness of Information
3 ≥0.824 0.722 0.886 0.807
Brand Image 4 ≥0.679 0.539 0.823 0.715
Purchase Intention 5 ≥0.666 0.583 0.874 0.820
Moderating (EI*BI) - 1.018 1.000 1.000 1.000
Discriminant validity result could be analyzed by Fornell Larcker Criterion. Fornell Larcker Criterion is the result of square root of AVE and to ensure the validity, the square root value of the AVE score for each construct should be greater than the correlation value between constructs and other constructs in the model (Wong, 2013).
Table 2: Discriminant Validity
BI EI Mod PCI PU PVC PI
Brand Image 0.734
Effectiveness of Influencers 0.447 0.721
Moderating Effects -0.176 -0.184 1.000 Perceived Credibility of
Information
0.524 0.667 -0.167 0.750
Perceived Usefulness of Information
0.539 0.567 -0.251 0.673 0.849
Perceived Video Characteristics 0.357 0.475 -0.177 0.639 0.487 0.771
Purchase Intention 0.637 0.568 -0.243 0.591 0.571 0.406 0.763
The result from Table 1 and Table 2 show that all data are valid and reliable and the researcher can continue to the next step of the analysis.
4. Results and Discussion
The following are the data collected whereas most of respondents are female with a total of 82.95%. Most respondents were 15-25 years old (87.88%). The most respondents’ occupation is college students with 78.79%. All the respondents have watched Food-Battle content on Tasyi Athasuia YouTube channel since most of the respondents are like to watch YouTube with 98.86%. From the respondents who watched Tasyi Athasyia’s Food-Battle content, most of the respondents has given likes or comments in Tasyi Athasyia’s YouTube channel with 73.86% and the usage time that the respondents watching Tasyi Athasyia’s YouTube channel is for 1-3 times in a month with 67.4%. Moreover, recommendation by the closest person such as family or friends is the most answered by the respondent with 36.36%.
Regarding the validity and reliability, the researcher calculates the Stone-Geisser (Q2) test to analyze the predictive relevance of structural model, and the predictive power of the structural model is examined using Coefficient of Determination (R2) of the constructs. Furthermore, Goodness of Fit (GoF) is calculated by multiplying the average value of Q2 by the square root of R2.
Table 3: Inner Model Test
Coefficient of Determination (R2)
Stone-Geisser (Q2)
Perceived Credibility of Information 0.579 0.320
Perceived Usefulness of Information 0.458 0.325
Purchase Intention 0.544 0.305
Average 0.527 0.317
GoF 0.230
According to Moore et al. (2013) the result of Coefficient of Determination could be implied that Effectiveness of Influencers and Perceived Video Characteristic explains 57.9% of the variance in Perceived Credibility of Information and considered as moderate effect size.
Perceived Video Characteristic and Perceived Credibility of Information explains 45.8% of the variance in Perceived Usefulness of Information considered as weak effect size. Moreover, Effectiveness of Influencers, Perceived Credibility of Information, and Perceived Usefulness of Information explains 54.4% of the variance in purchase intention considered as moderate effect size. Furthermore, according to Götz et al (2010), the result of Stone Geisser indicates that the model is predictively relevant since the Q2 > 0. This study generates a goodness of fit score of 0.230 which fulfil the greater than the minimal requirement scores of 0.1. This score indicates that the model may accurately represent the empirical data.
After conducting inner model test, hypothesis testing was carried out to see whether the hypotheses that have been made are accepted or rejected. The path coefficient is used to see the correlation between variable is positive or negative and the t-statistics and P-value are used to see whether the relation is significant. The hypothesis is accepted if accepted if the path coefficient is positive. Also, the hypothesis is accepted if the t-statistic is higher than 1.96 and P-value is less than 0.05 (Wong, 2013). Hypothesis result show H1 has a path coefficient of 0.416, t-stat of 8.850, and P-value <0.001, which means that H1 is accepted. H2 is rejected because it has t-stat of 1.165 and P-value 0.224. Meanwhile, H3 has a path coefficient of 0.612, t-stat of 7.823, and P-value <0.001, which means that H3 is accepted. H4 has a path coefficient of 0.156, t-stat of 2.166, and P-value of 0.031, so the H4 is accepted. H5 is accepted because it has a path coefficient 0.121, t-stat of 1.974, and P-value of 0.049. H6 also accepted because it has a path coefficient 0.470, t-stat of 9.342, and P-value <0.001. H7 has a path coefficient of 0.210, t-stat of 3.994, and P-value <0.001, which means that H7 is accepted. To answer H8, the researcher conducts moderating test and the result are shown on the table below.
Table 4: Moderating Effect Result Original
Sample
Standard Deviation
T Statistics P Values Effectiveness of Influencers → Purchase
Intention
0.3454 0.0415 8.3151 0.0000
Brand Image → Purchase Intention 0.4665 0.0498 9.3667 0.0000 (EI*BI) Moderating effect → Purchase
Intention
-0.0961 0.0475 2.0250 0.0434
Figure 2: Simple Slope
Since all the test result of t-statistics and P-value are significant, according to Sharma et al (1981), the researcher could identify brand image as a quasi-moderator, means that brand image can moderates the relationship between effectiveness of influencers and purchase intention and also brand image can be an independent or predictor variable. However, due to the negative moderating effect at high level of the moderator Brand Image, the effect of Effectiveness of Influencers on Purchase Intention is weaker, while at lower levels of moderator Brand Image, the effect of Effectiveness of Influencers on Purchase Intention in stronger.
From the hypothesis testing, the output of the hypothesis testing model is as follows:
Figure 3: The Relationship Between Variables
Perceived video characteristics has positive significant relation with perceived credibility of information in the video and the result aligned with with the previous research that has been done by Yüksel (2016) and Marthur & Mittal (2019), who all found that perceived video characteristics, which consist of quality video, the duration of the video, and content quality, correlates with perceive credibility, specifically in YouTube videos. However, contradicts with Yüksel (2016) and Marthur & Mittal (2019) previous research, perceived video characteristics has no significant relation with perceived usefulness of information in the video. Moreover, this study also found that perceived credibility of information in the video has positive significant relation with the perceive usefulness of information in the video and purchase intention. It indicates that Tasyi Athasyia Food-Battle Content can be trusted for their opinion on detailed product information mentioned in the video and could lead to purchase intention.
Also, the perceived usefulness of the information in the video has positive significant relation with purchase intention. This result is consistent with Cho & Sagynov (2015) and Ventre and Kolbe (2020), who stated perceived usefulness is one factor that affects consumers' purchase intention.
Based on the result of the hypothesis analysis, it is found that effectiveness of influencers has a positive significant relation with perceived credibility of information in the video. This hypothesis is accepted as also supported by the past findings by Xiao et al. (2018) found that trustworthiness, social influence, argument quality, and information from YouTube influencers positively affects consumer perceived credibility on YouTube video. From this finding, it could be said that Tasyi Athasyia as a food influencer on YouTube affects the customer trust and their perception to believe the information given in Tasyi Athasyia Food-Battle content. This study also found that effectiveness of influencers has a positive significant relation with purchase intention, means that Tasyi Athasyia could lead the consumers’ intention to purchase the product mentioned in Tasyi food-battle content.
From the moderating result, the study found that brand image as a quasi-moderator. However, the interaction term (EI*BI) has negative effect on Purchase Intention. It means that the relationship Effectiveness of Influencers and Purchase Intention will weaken if there is higher level of moderator brand image and vice versa, the relationship between Effectiveness of Influencer and Purchase Intention will stronger if the level of moderator brand image. As a Quasi Moderator, it could be said that brand image can moderate the relationship between the effectiveness of influencers and purchase intention but also be an independent or predictor variable. This statement is supported by a previous study from Lin et al (2013) that found eWoM quality, eWoM quantity, and sender expertise can affect purchase intention and Brand Image have a moderating effect in the relationship between eWoM and purchase intention.
5. Conclusion
Based on the findings, it is concluded that the effectiveness of influencers specifically Tasyi Athasyia, has affected the perceived credibility of information given by Tasyi Athasyia through Tasyi’s food-battle video content and purchase intention significantly. In this research, the effectiveness of Tasyi Athasyia is reflected in expertise, attractiveness, trustworthiness, respect, and similarity. It means that the audience sees Tasyi Athasyia as an expert in the food and culinary category, attractive and trustworthy. Also, when they have respect and similar taste with Tasyi Athasyia, they are more likely to have positively perceived credibility of the information given in the video, which leads to intention to buy the winning product on Tasyi Athasyia Food-Battle Video Content.
Moreover, perceived video characteristics are significantly affecting purchase intention through perceived credibility of information in the video and perceived usefulness. Implies that when the audience perceives video characteristics as a well-prepared and presented video, has enough length of duration, and the content presentation, it can affect the purchase intention with their perceived credibility and usefulness of the information stated in the video.
Furthermore, the research finds that perceived credibility and usefulness of the information have partially mediated the impact of perceived video characteristics and purchase intention.
According to moderating test result, it is found that brand image is a quasi-moderator, which means that brand image moderates the relationship between the effectiveness of influencers and purchase intention but also can be an independent variable that can affect purchase intention. As stated before, the effectiveness of influencers, specifically Tasyi Athasyia, positively leads to purchase intention when the audience has a positive brand image toward a product mentioned by Tasyi Athasyia in Food-Battle Video Content. It can enlarge their intention to buy the products. On the other hand, the brand image could also act as an independent variable that directly affects the customers’ purchase intention.
The following are some suggestions to food influencers and the marketers in food industry:
a. For food influencers it is recommend to pay attention to their video content characteristics, such as quality, duration, and how the video is prepared and presented to the audience. The most important thing is that food influencers must provide detailed product information but not be too wordy and overclaimed. Since the result points out that it can enhance audience trust and make them feel helpful in determining the food product they want to buy, it also makes their purchases more effective and efficient. Moreover, the food influencers should
maintain their expertise, attractiveness, trustworthiness, and respect during their explanation in the videos. Also, food influencers need to explain their food appetite when explaining the food so the audience can decide whether their appetite is suitable or not.
b. For food marketers it is recommend to carefully select potential food influencers for collaboration. Food marketers may try to identify influencers who can represent their product through social media posts. As a result, food marketers may choose influencers who provide comprehensive information on food products based on their expertise, attractiveness, trustworthiness, respect, and similarity to their target audience. Also, the content created by food influencers is mainly perceived as a genuine and honest opinion so that the business owner can improve and develop their business from their feedback.
The following are some suggestions for further research include:
a. Researcher suggests looking into additional food content segments from Tasyi Athasyia or other food influencers, since this study only focuses on Tasyi Athasyia Food-Battle content.
b. The researcher also considers other factors that might significantly impact customers' intentions to purchase food and beverages after watching food content made by food influencer.
c. The future study may examine in greater depth food influencer qualities such as how they explain the food, how they react while trying the food product, and speaking style to explain how food influencers might engage their audience and be chosen as their favourite food influencers.
6. Acknowledgement
This acknowledgement is expressed to the author’s family, Bandung Institute of Technology, my supervisors, and reviewers. Thank you for the guidance, feedback, and support.
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