Increased Buying Interest of Millennial Generation in Gresik Regency during the COVID-19 Pandemic through the @kulinergresik account
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Keywords:
buying interest, COVID-19, digital marketing, gresik culinary, the millenial
Abstract
The Instagram account @kulinergresik experienced an increasing number of followers along with the increase in the number of food orders, during the COVID-19 Pandemic. This study intends to analyze whether there is a relationship between pandemic conditions and as an independent variable with the purchase interest of the millennial generation of Gresik Regency on the account @kulinergresik as the dependent variable. The quantitative research method uses Spearman rank correlation analysis and t-test for the hypothesis. The study population was 144,000 followers of the @kulinergresik account with purposive sampling and data collection through the distribution of google form as a questionnaire to 100 respondents. The results showed that between the two research variables had a correlation coefficient of 0.389, meaning that it indicated a positive relationship. Besides, the results of t-test showed a 5% significance level, and it has a meaning that the hypothesis accepted. In conclusion, during the COVID-19 Pandemic, millennial generation buying interest through the @kulinergresik account has increased.
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References
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Achmad, Z. A. (2020a). Pergeseran Relasi Antara Pendengar Radio dengan Institusi Radio dalam Masyarakat Jaringan (Studi Etnografi Virtual pada Radio-radio Budaya di Jawa Timur yang Bermediamorfosis). Universitas Arilangga.
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Achmad, Z. A., & Ida, R. (2018). Etnografi Virtual Sebagai Teknik Pengumpulan Data dan Metode Penelitian. The Journal of Society & Media, 2(2), 130–145. https://doi.org/10.26740/jsm.v2n2.p130-145
Achmad, Z. A., & Ida, R. (2019). The shifting role of the listeners in the mediamorphosis process of culture radio: A case study of Jodhipati 106.1 FM. Masyarakat, Kebudayaan Dan Politik, 32(3). https://doi.org/10.20473/mkp.v32i32019.240-250
Achmad, Z. A., Juwito, J., & Saud, M. (2020). THE LOCAL CREATIVE ADS ON SRITANJUNG FM TO INCREASE FINANCIAL REVENUE DURING COVID-19 PANDEMIC. Jurnal Magister Ilmu Komunikasi, 6(2), 135–249. http://journal.ubm.ac.id/
Achmad, Z. A., Mardliyah, S., & Pramitha, H. (2018). The Importance of Parental Control of Teenagers in Watching Anime with Pornographic Content on the Internet. Proceedings of the International Conference on Contemporary Social and Political Affairs (IcoCSPA 2017). https://doi.org/10.2991/icocspa-17.2018.22
Achmad, Z. A., Mardliyah, S., Siswati, E., Luawo, S. R., & Wahyudi, A. (2020). Menumbuhkan Upaya Diversifikasi Usaha Melalui Penguatan Ketrampilan pada Komunitas Koperasi Wanita Nelayan di Gresik. ABDIMAS Bela Negara.
Achmad, Z. A., & Sawitri, D. K. (2012). Qualitative Study of the Ad Clear Destination London as an Effective Media of Promotion: A Study of a Football Player as a Celebrity Endorser ofthe Referent Power Emulation. In N. Wulan, A. Budiastuti, D. A. Kwary, R. Fanany, & A. Baharuddin (Eds.), Urban Mobility: Textual and Spatial Urban Dynamics in Health, Culture, and Society (pp. 347–352). Faculty of Humanities and Faculty of Public Health, Universitas Airlangga.
Alamiyah, S. S. (2020). ‘I Become More Confident’: Mother Use of Online Platform for Parenting Information. 423, 511–523. https://doi.org/10.2991/assehr.k.200325.039
Alidyan Kresnawati, M., & Kusuma, A. (2019). Teknologi Informasi dan Komunikasi (TIK) dalam Peningkatan Ekspor UMKM: Studi Kasus UMKM dI Ex-Dolly, Kelurahan Putat Jaya, Surabaya. Global & Policy, 7(2), 191–201. http://ejournal.upnjatim.ac.id/index.php/jgp/article/view/1834
Arviani, H. (2013). Budaya Global dalam Industri Budaya: Tinjauan Madzhab Frankfurt Terhadap Iklan, Pop Culture, dan Industri Hiburan. Global &Policy, 1(2), 130–141.
Arviani, H., & Febrianita, R. (2020). E-Health Communication on Instagram Posts: Contents Analysis of Alodokter. Metacommunication: Journal of Communication Studies, 5(1), 1. https://doi.org/10.20527/mc.v5i1.8019
Arviani, H., Prasetyo, G. S., & Walgunadi, V. V. (2020). Instagram and Millennial Generation : #Explorebanyuwangi Analysis. 2nd International Media Conference 2019 (IMC 2019) Instagram, 423(Imc 2019), 180–192.
Candrasari, Y. (2020). Mediated Interpersonal Communication: A New Way of Social Interaction in the Digital Age. Proceedings of the 2nd International Media Conference 2019 (IMC 2019). https://doi.org/10.2991/assehr.k.200325.041
cdn.idntimes.com. (2019). “Indonesia Millenial Report 2019 by IDN Times”. Tersedia di (https://cdn.idntimes.com/content-documents/indonesia-millennial-report-2019-by-idn-times.pdf). Diakses pada 18 September 2020 pukul 10.24
Claretta, D., Candrasari, Y., & Arianto, I. D. (2018). Mother’s Strategy on Child Mentoring in Using the Internet. October, 357–363. https://doi.org/10.11594/nstp.2018.0152
Databoks.katadata.co.id. (2019). “Berapa Pengguna Media Sosial Indonesia”. Tersedia di (https://databoks.katadata.co.id/datapublish/2019/02/08/berapa-pengguna-media-sosial-indonesia). Diakses pada 22 September 2020 Pukul 19.37
DiCola, P. (2006). FALSE PREMISES, FALSE PROMISES: A Quantitative History of Ownership Consolidation in the Radio Industry (Issue December). Future of Music Coalition.
Dominick, J. (2006). The dynamics of Mass Communication : Media in Digital Age. McGraw Hill
Erlandson, D. A., Harris, E. L., Skipper, B. L., & Allen, S. D. (1993). Doing Naturalistic Inquiry: A Guide to Methods (1st ed.). Sage Publications, Inc.
Foster, P. (2006). Observational Research. In R. Sapsford & V. Jupp (Eds.), Data Collection and Analysis (2nd ed., pp. 58–92). SAGE Publications Ltd. https://doi.org/10.4135/9781849208802.n3
Gall, M.D., Gall, J.P. and Borg, W. (2003). Educational Research: an Introduction. Boston: Pearson Education
Hewi, L., & Asnawati, L. (2020). Strategi Pendidik Anak Usia Dini Era Covid-19 dalam Menumbuhkan Kemampuan Berfikir Logis. Jurnal Obsesi : Jurnal Pendidikan Anak Usia Dini, 5(1), 158. https://doi.org/10.31004/obsesi.v5i1.530
Inet.detik.com. (2019) “Pengguna Internet Indonesai Didominasi Milenial”. Tersedia di (https://inet.detik.com/telecommunication/d-4551389/pengguna-internet-indonesia-didominasi-milenial). Diakses Pada 5 Oktober 2020 Pukul 14.23
Isa Mulyadi, A., & Zuhri, S. (2020). Analisis Strategi Brand Image Kedai Kopi “MOENG KOPI” Melalui Media Sosial Instagram. Jurnal Ilmu Komunikasi, 10(2), 109–124. https://doi.org/10.15642/jik.2020.10.2.109-124
Karlinah, S. (1999). Komunikasi Massa. Jakarta: UT
Kirchhoff, S. M. (2011). Advertising industry in the digital age. Advertising: Developments and Issues in the Digital Age, 1–25.
Kusuma, A. (2018). Potret gender harmoni pada keluarga urban (studi naratif film tentang relasi laki-laki dan perempuan dalam pertukaran beban kerja pada film Super Didi dan Hijab). Jurnal Ilmu Komunikasi UPN Veteran Jatim, 1(1).
Kumparan.com. (2019). “7 Sifat Milenial Dalam Memilih Makanan Kamu Yang Mana”. Tersedia di (https://kumparan.com/kumparanfood/7-sifat-milenial-dalam-memilih-makanan-kamu-yang-mana). Diakses 26 September 2020 pukul 11.15
Nielsen N.V. (2016). Radio Masih Memiliki Tempat di Hati Pendengarnya. Nielsen.Com (Press Release). https://www.nielsen.com/id/en/press-releases/2016/radio-masih-memiliki-tempat-di-hati-pendengarnya/
Pemkab Gresik. (2005). Rencana Pembangunan Jangka Panjang Daerah 2005-2025.
Prensky, M. (2001). Digital Natives, Digital Immigrants Part 1. On the Horizon, 9(5), 1–6. https://doi.org/10.1108/10748120110424816
Purwanti, A. D. (2016). Perkembangan Budi Daya Ikan Bandeng Di Gresik Tahun 1982-1989. Avatara, e-Journal Pendidikan Sejarah, 5(2), 177–189.
Rubiyati, Muhamad Asrori, L. W. (2017). Pengaruh Pemanfaatan Media Sosial Instagram Terhadap Kreativitas Belajar Pada Remaja Kelas VII. Jurnal Untan, 1–8. http://jurnal.untan.ac.id/index.php/jpdpb/article/download/25681/75676576765
Salo, J., Lankinen, M., & Mäntymäki, M. (2013). The Use of Social Media for Artist Marketing: Music Industry Perspectives and Consumer Motivations. International Journal on Media Management, 15(1), 23–41. https://doi.org/10.1080/14241277.2012.755682
Schiffman, L. & Kanuk, L.L. (2004.) Perilaku Konsumen (7th ed.). Jakarta: Indeks
Schonlau, M., D., R., Fricker, J., & Elliott, M. N. (2002). Conducting Research Surveys via E-mail and the Web. RAND.
Stiletto Book. (2019). How to Win Instagram. Yogyakarta: Stiletto Book. Tersedia di(https://books.google.co.id/books?id=F9LGDwAAQBAJ&pg=PA3&dq=instagram&hl=id&sa=X&ved=0ahUKEwjOh6DxoKvnAhWdyDgGHWUxAkQQ6AEIMTAB#v=onepage&q=instagram&f=false)
Sugiyono. (2016). Metode Penelitian. Bandung: Alfabeta Silalahi, Uber. 2012. Metode Penelitian Sosial. Bandung: PT Refika Aditama
Tranggono, D., Putri, A. N., & Juwito, J. (2020). PENGARUH TERPAAN IKLAN NACIFIC DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK NACIFIC PADA FOLLOWERS AKUN @NACIFICOFFICIAL.ID. Jurnal Ilmu Komunikasi, 10(2), 141–155.
Wells, W., Burnet, J., Moriraty, S. (2000). Advertising Principles and Practice, Five Edition. New Jersey: Prenctice-Hall International
Websindo.com. (2019) “Indonesia Digital 2019 Media Sosial”. Tersedia di (https://websindo.com/indonesia-digital-2019-media-sosial/). Diakses pada 22 September 2020 Pukul 20.52
World Bank Group. (2016). Digital Dividends.
Published
2021-09-22
How to Cite
Tranggono, D., Musicasari, P., & Achmad, Z. A. (2021). Increased Buying Interest of Millennial Generation in Gresik Regency during the COVID-19 Pandemic through the @kulinergresik account . JARES (Journal of Academic Research and Sciences), 6(2), 11-25. https://doi.org/10.35457/jares.v6i2.1221
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