@article{Tranggono_Musicasari_Achmad_2021, title={Increased Buying Interest of Millennial Generation in Gresik Regency during the COVID-19 Pandemic through the @kulinergresik account }, volume={6}, url={https://ejournal.unisbablitar.ac.id/index.php/jares/article/view/1221}, DOI={10.35457/jares.v6i2.1221}, abstractNote={<p>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.</p> <p>&nbsp;</p&gt;}, number={2}, journal={JARES (Journal of Academic Research and Sciences)}, author={Tranggono, Didiek and Musicasari, Putri and Achmad, Zainal Abidin}, year={2021}, month={Sep.}, pages={11-25} }