The role of perceived influence, brand engagement in self concept and expected value brand towards intention to purchase recommended brand on instagram content @jogjafoodhunter


Nanda Pradwiningtyas
Anas Hidayat


Marketing activities are essential to a business, including Instagram content such as @jogjafoodhunter. This study aims to analyze the role of perceived influence, brand engagement in self-concept, and brand expected value towards the intention to purchase recommended brands on Instagram content @jogjafoodhunter. Quantitative research design with the SmartPLS approach Active followers on the Jogja Food Hunter Instagram account was used in this study, and a sample of 300 people was taken by purposive sampling. The research instrument, in the form of a questionnaire, has been tested for validity and reliability—statistical data analysis with a confidence level of 95% (p<0.05). The results showed that various factors influence consumers' intentions in seeing, reviewing, buying, using, and recommending a product based on promoting influencers. In our findings, @jogjafoodhunter's content is influenced by brand expected value, intention to buy suggested brands, perceived influence, brand engagement in self-concept, and intention to purchase. All variables have a significant positive effect with a p- value of 0.000 (p<0.05). The better the marketing of content food products, specifically on Instagram @jogjafoodhunter, the higher the interest and purchasing power of consumers in the recommended products.


How to Cite
Pradwiningtyas, N., & Hidayat, A. (2022). The role of perceived influence, brand engagement in self concept and expected value brand towards intention to purchase recommended brand on instagram content @jogjafoodhunter. Enrichment : Journal of Management, 12(4), 2517-2525.


Abbasi, A. Z., Schultz, C. D., Ting, D. H., Ali, F., & Hussain, K. (2022). Advertising value of vlogs on destination visit intention: the mediating role of place attachment among Pakistani tourists. Journal of Hospitality and Tourism Technology, ahead-of-print.

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65–77.

Balaban, D. C., Szambolics, J., & Chirică, M. (2022). Parasocial relations and social media influencers’ persuasive power. Exploring the moderating role of product involvement. Acta Psychologica, 230, 103731.

Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 102904.

Casaló, L. v, Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519.

Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258–274.

Choi, E., Ko, E., & Kim, A. J. (2016). Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters. Journal of Business Research, 69(12), 5827–5832.

Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Metode penelitian pendekatan kuantitatif (1st ed.). Media Sains Indonesia.

de Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.

Eman, M. (2022). Determinants of Buying Interest in Recommended Brands. Jurnal Mantik, 6(2), 2084–2090.

Erdiyana, L. Y., Muslichah, I., Mulia, R., & Setyaning, A. N. A. (2022). Social Media Influencers’ Role on Brand Engagement, Value, and Consumers’ Intention to Buy Muslim Fashion. JBTI: Jurnal Bisnis: Teori Dan Implementasi, 13(1), 62–77.

Farahdiba, D. (2022a). Antecedents and Consequences of Credibility and Parasocial Interaction on Food Shopping Intentions. Jurnal Manajemen Teori Dan Terapan| Journal of Theory and Applied Management, 15(1), 38–49.

Farahdiba, D. (2022b). Antecedents and Consequences of Credibility and Parasocial Interaction on Food Shopping Intentions. Jurnal Manajemen Teori Dan Terapan| Journal of Theory and Applied Management, 15(1), 38–49.

Fazizah, A., & Alfianto, E. A. (2019). Analisis pengaruh vlog sebagai electronic word of mouth, source characteristics terhadap trust dan purchase intention. Jurnal Heritage, 7(2), 102–114.

Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan digital marketing bagi usaha mikro, kecil dan menengah pada era masyarakat ekonomi ASEAN. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 1(2), 61–76.

Gomes, M. A., Marques, S., & Dias, Á. (2022). The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 1–18.

Herrando, C., & Martín‐De Hoyos, M. J. (2022). Influencer endorsement posts and their effects on advertising attitudes and purchase intentions. International Journal of Consumer Studies.

Hidayat, A. T. R., & Astuti, B. (2019). The Influence of Internet Advertising and e-WOM on Perception and Purchase Intention of B2C E-Commerce Costumers in Indonesia. Proceeding UII-ICABE, 207–218.

Hidayati, U. (2022). Pengaruh terpaan media sosial pada akun tiktok jogjafoodhunter terhadap minat beli konsumen. Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi, 10(1), 122–134.

Hsu, H. Y., & Tsou, H.-T. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management, 31(6), 510–523.

Jia, X., Alvi, A. K., Nadeem, M. A., Akhtar, N., & Zaman, H. M. F. (2022). Impact of Perceived Influence, Virtual Interactivity on Consumer Purchase Intentions Through the Path of Brand Image and Brand Expected Value. Frontiers in Psychology, 13.

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376.

Khan, S., Rashid, A., Rasheed, R., & Amirah, N. A. (2022). Designing a knowledge-based system (KBS) to study consumer purchase intention: the impact of digital influencers in Pakistan. Kybernetes, 2022, 0497.

Lê Giang Nam, H. T. D. (2018). Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(5), 4710–4714.

Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.

Mertha Adnyana, I. M. D., & Sudaryati, N. L. G. (2022). The potency of green education-based blended learning in biology students at the Hindu University of Indonesia. BIO-INOVED: Jurnal Biologi-Inovasi Pendidikan, 4(1), 1–9.

Mustikasari, A., Thaha, A. R., & Wulandari, A. (2022). How interactivity of instagram ads through hedonic motivation can affect purchase interest. Jurnal Aplikasi Manajemen, 20(1).

Nguyen, C., Nguyen, T., & Luu, V. (2022). Predicting the Relationship Between Influencer Marketing and Purchase Intention: Focusing on Gen Z Consumers. International Econometric Conference of Vietnam, 467–481.

Nugroho, T. A., & Azzahra, F. C. (2022). Pemanfaatan instagram sebagai media promosi social commerce usaha bro.Do. Jurnal Pustaka Komunikasi, 5(1), 136–149.
Nurhandayani, A., Syarief, R., & Najib, M. (2019). The impact of social media influencer and brand images to purchase intention. Jurnal Aplikasi Manajemen, 17(4), 650–661.

Nyadzayo, M. W., Johnson, L. W., & Rossi, M. (2020). Drivers and outcomes of brand engagement in self-concept for luxury fashion brands. Journal of Fashion Marketing and Management: An International Journal.

Osivnik, A., Dobrinic, D., & Gregurec, I. (2020). Influencer impact on engagement, expected value, and purchase intention: A study among Croatian customers. Economic and Social Development: Book of Proceedings, 45–56.

Penttinen, V., Ciuchita, R., & Čaić, M. (2022). YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews. Journal of Interactive Marketing.

Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). The effect of e-WOM on brand image and purchase intention in three-star hotels in Bali. Jurnal Manajemen Perhotelan, 5(1), 26–35.

Pinda, L. (2021). The Determinant Factors of Purchase Intention in the Culinary Business in Indonesia That Mediated by Parasocial Interaction and Food Vlogger Credibility. Turkish Journal of Computer and Mathematics Education, 12(3), 4852–4865.

Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 74–82.

Santos, Z. R., Cheung, C. M. K., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457.

Schivinski, B., Pontes, N., Czarnecka, B., Mao, W., de Vita, J., & Stavropoulos, V. (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, 31(7), 1047–1062.

Silaban, P. H., Chen, W.-K., Nababan, T. S., Eunike, I. J., & Silalahi, A. D. K. (2022). How Travel Vlogs on YouTube Influence Consumer Behavior: A Use and Gratification Perspective and Customer Engagement. Human Behavior and Emerging Technologies, 1–16.

Silaban, P. H., Silalahi, A. D. K., Octoyuda, E., Sitanggang, Y. K., Hutabarat, L., & Sitorus, A. I. S. (2022). Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention. Cogent Business & Management, 9(1), 2062910.

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.

Staniewski, M., & Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174, 121287.

Zhang, Y., Moe, W. W., & Schweidel, D. A. (2017). Modeling the role of message content and influencers in social media rebroadcasting. International Journal of Research in Marketing, 34(1), 100–119.