The influence of food reviewers on tiktok on young people's intention to choose a place to eat

Abstract

Nowadays, users, particularly young people, utilize social media platforms to search for information. Many of them do so to find opinions, information, and comments regarding goods and services they plan to purchase. They make purchasing selections using this knowledge. As a result, social media influencers, particularly food reviewers, play a crucial role as a source of information for users who then rely on that knowledge to make judgments. This research paper will focus on finding the most effective factors that can convince the audience to buy or follow food reviewers. There are four factors (video quality, reliability, expertise, and interactivity). The author analyzed the reliability of the scale through the Cronbach Alpha coefficient, EFA exploratory factor analysis using SPSS software. With the research results, the author has a basis to propose appropriate solutions to see what the most important factor for food reviewers is that can make the audience follow and choose according to Food reviewer.