THE INFLUENCE OF FOOD VLOGERS, SOCIAL MEDIA, AND LOCATION ON UMKM CONSUMER PURCHASE DECISIONS IN “ JALAN ANYAR ” PONOROGO

Lucky Hanada Aulia Rohman, Dian Citaningtyas Ari Kadi, Hendra Setiawan

Abstract


This study aims to provide empirical evidence regarding the influence of food vloggers, social media, and location on consumer purchasing decisions of UMKM on "Jalan Anyar " Ponorogo . This research is descriptive with a quantitative approach. The sample in this study consisted of 384 respondents. The sampling method used was purposive sampling. Data collection in this study used a questionnaire. The data analysis technique used in this study was SmartSPSS 25 software. The results showed that food vloggers had no significant influence on purchasing decisions among UMKM consumers on Jalan Anyar Ponorogo . However, social media and location variables had a significant positive influence on purchasing decisions among UMKM consumers on Jalan Anyar Ponorogo .

Keywords : Food vlogger, social media, location, purchasing decisions


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