Pengaruh Profesionalisme dan Strategi Konten Macro-Influencer Kuliner Terhadap Intensi Recook Melalui Trust dan Engagement

Reza, Noraisyah Zakiah (2026) Pengaruh Profesionalisme dan Strategi Konten Macro-Influencer Kuliner Terhadap Intensi Recook Melalui Trust dan Engagement. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan media sosial telah mengubah lanskap pemasaran industri kuliner melalui peran strategis influencer kuliner. Penelitian ini bertujuan untuk menganalisis pengaruh profesionalisme dan strategi konten influencer kuliner terhadap intensi recook audiens, dengan trust dan digital engagement sebagai variabel mediasi, serta kontribusi intensi recook terhadap consumer advocacy & loyalty. Penelitian ini mengembangkan Dual-Mediation Culinary Influencer Marketing Model dan kerangka kerja Trust-Engagement-Recook Strategy (TER) untuk menjelaskan jalur pengaruh tersebut. Pendekatan penelitian menggunakan Sequential Explanatory Mixed Method dengan fase kuantitatif dominan melalui analisis Structural Equation Modeling–Partial Least Squares (SEM-PLS) dan fase kualitatif melalui wawancara mendalam. Responden penelitian berjumlah 300 followers aktif dari akun macro-influencer kuliner “ER” di TikTok dan Instagram, dengan tambahan 15–20 informan kualitatif. Variabel yang diteliti meliputi profesionalisme influencer, strategi konten, trust, digital engagement, intensi recook dan consumer advocacy & loyalty. Hasil penelitian menunjukkan bahwa profesionalisme influencer berpengaruh signifikan terhadap trust, dan strategi konten berpengaruh terhadap digital engagement. Keduanya terbukti sebagai mediator dalam memengaruhi intensi recook audiens. Selain itu, intensi recook secara signifikan membentuk consumer advocacy & loyalty Penelitian ini berkontribusi dalam mengembangkan konstruk “intensi recook” sebagai indikator engagement yang bermakna dan memperluas aplikasi Theory of Planned Behavior dalam konteks digital marketing kuliner. Secara praktis, temuan ini memberikan panduan bagi pelaku industri dalam merancang strategi influencer marketing yang efektif dan terukur.
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The rapid expansion of social media has reshaped the culinary marketing landscape, particularly through the growing influence of culinary macro-influencers. This study examines how influencer professionalism and content strategy shape audience recook intention, with trust and digital engagement serving as mediating mechanisms, and further investigates how recook intention contributes to consumer advocacy and loyalty. To explain these pathways, the study introduces the Dual-Mediation Culinary Influencer Marketing Model and the Trust–Engagement–Recook (TER) Framework. A Sequential Explanatory Mixed Method design was employed, featuring a dominant quantitative phase utilizing Structural Equation Modeling–Partial Least Squares (SEM-PLS), followed by a qualitative phase using in-depth interviews. The quantitative sample consisted of 300 active followers of the culinary macro-influencer “ER” on TikTok and Instagram, supplemented by 15–20 qualitative informants. Key variables included influencer professionalism, content strategy, trust, digital engagement, recook intention, and consumer advocacy and loyalty. The results reveal that influencer professionalism significantly enhances trust, while content strategy significantly drives digital engagement. Both mediators exert meaningful indirect effects on recook intention. Additionally, recook intention emerges as a strong predictor of consumer advocacy and loyalty. The study advances the conceptualization of “recook intention” as a substantive form of audience engagement and extends the applicability of the Theory of Planned Behavior to digital culinary marketing contexts. Practically, the findings provide actionable insights for brands and practitioners seeking to design effective and evidence-based influencer marketing strategies.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Influencer kuliner, strategi konten, profesionalisme, trust, digital engagement, intensi recook, SEM-PLS, mixed method, pemasaran digital. culinary influencer, content strategy, professionalism, trust, digital engagement, recook intention, consumer advocacy, SEM-PLS, mixed method.
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Noraisyah Zakiah Reza
Date Deposited:	28 Jan 2026 06:12
Last Modified:	28 Jan 2026 06:12
URI:	http://repository.its.ac.id/id/eprint/130784

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