Persepsi kaum milenial dalam mengambil keputusan tentang preferensi pemilihan tempat kuliner melalui food blogger di Instagram = the decision process of millennials in finding culinary places through food bloggers in instagram

Kristhian, Kevin (2018) Persepsi kaum milenial dalam mengambil keputusan tentang preferensi pemilihan tempat kuliner melalui food blogger di Instagram = the decision process of millennials in finding culinary places through food bloggers in instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

With the emergence of technological development in the social area, millennials have a heighten interest in culinary content, specifically for its instant and up-to-date form. This new kind of exposure is used by restaurants and other culinary places to attract millennials in visiting their place. One predominant tool is cooperating with food bloggers who already have a major following on social media. While millennials do have a different characteristic of their own and the unique varieties of culinary content that are present on social media, there’s indefinitely an underlying perception to where the millennials prefer their food. This research is conducted with the aim to understand the perception of millennials in choosing their preferred culinary place. Using perception theory and preference theory, this research conducts an analysis of 8 millennials’ representative. Research findings show that there specific characteristics in the information given to sway millennials perception in deciding their preferred culinary place. Millennials want to see a culinary content that are provided by food bloggers in gaining their interest to visit the culinary place. Those various characteristics are seen to effectively mold millennials perception in deciding their preferred culinary experience, which all characteristic significantly impacted the decision process. While so, it is also clearly seen that millennials still tends to go back to their social circle in finding the most trustworthy information regarding culinary experience./ Dengan berkembangnya teknologi, secara khusus dalam bidang media sosial, kaum milenial terlihat sangat memiliki tingkat ketertarikan yang tinggi terhadap berbagai santapan kuliner yang dapat mereka lihat secara langsung dan instan. Eksposur yang baru ini dipergunakan oleh berbagai tempat kuliner untuk menjadikan hal tersebut sebagai alat pemasaran dan menarik kaum milenial untuk berkunjung. Salah satu cara yang paling mudah untuk mendapatkan eksposur di media sosial adalah dengan bekerjasama dengan food blogger yang sudah memiliki pengikut yang cukup besar. Dengan karakteristik kaum milenial yang unik dan hadirnya berbagai konten kuliner dari para food blogger, sudah memang sewajarnya ada koneksi yang tidak terlihat dalam bagaimana persepsi kaum milenial dalam memilih preferensi tempat kuliner melalui food blogger di Instagram. Penelitian ini dilakukan dengan tujuan untuk mengetahui persepsi kaum milenial dalam dalam memilih preferensi tempat kuliner melalui para food blogger di Instagram. Dengan menggunakan teori persepsi dan preferensi, dilakukan analisa terhadap 8 representatif kaum milenial yang telah dihimpun melalui wawancara. Data sekunder yang berupa observasi data dan data penelitian terdahulu kemudian dihimpun dan digunakan untuk mengui keabsahan penelitian. Hasil penelitian menunjukkan adanya karakteristik informasi tertentu yang membentuk persepsi kaum milenial didalam sebuah konten kuliner yang disajikan oleh para food blogger dalam menentukan preferensi kunjungan tempat kuliner tersebut. Karakteristik informasi kunci tersebut datang dalam berbagai bentuk, dimana informasi - informasi tersebut secara efektif mempengaruhi persepsi kaum milenial tentang tempat kuliner tersebut. Namun demikian, terlihat bahwa para food blogger tidak menjadi satu – satunya sumber informasi melainkan lingkaran sosial kaum milenial juga sehingga kepercayaan kaum milenial terhadap food blogger juga menjadi faktor kunci untuk membentuk persepsi yang lebih efektif

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Kristhian, KevinUNSPECIFIEDkristhiankevin@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSimangunsong, Benedictus A.UNSPECIFIEDUNSPECIFIED
Additional Information: SK 41-14 KRI p
Uncontrolled Keywords: Millennials; Decision Process; Perception; Persuasion; Culinary; Food Bloggers; Instagram; Persepsi; Preferensi; Kaum Milenial; Kuliner
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Mr Samuel Noya
Date Deposited: 18 Oct 2019 05:26
Last Modified: 18 Oct 2019 05:26
URI: http://repository.uph.edu/id/eprint/4805

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