Keywords
Culinary Businesses
Brand Promotion
Digital Marketing
Consumer Engagement
How to Cite
Abstract
This study explores the impact of influencer marketing on culinary businesses, focusing on Padang Payakumbuah restaurant. Through a literature study approach, it investigates influencer marketing's role in brand promotion, exposure, and consumer response. Data collection involves academic journals and social media platforms like Instagram and TikTok. Results reveal that influencer marketing significantly enhances brand image and engagement. Padang Payakumbuah's success in influencer collaborations emphasizes the importance of aligning influencers with brand identity. Overall, this research highlights influencer marketing's crucial role in digital marketing for culinary businesses, providing insights for marketers to effectively engage consumers and strengthen brand promotion.
Highlights:
- Enhanced Brand Image: Influencer marketing boosts brand image for culinary businesses.
- Aligned Brand Identity: Successful collaborations align influencers with brand identity.
- Effective Consumer Engagement: Insights for marketers to engage consumers in digital marketing.
Keywords: Influencer Marketing, Culinary Businesses, Brand Promotion, Digital Marketing, Consumer Engagement
References
Databoks, "Pengguna Internet di Indonesia Tembus 213 Juta Orang Hingga Awal 2023," databoks.katadata.co.id, 20 September 2023. [Online]. Available: https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023. [Accessed 20 November 2023].
Dataindonesia, "Pengguna Media Sosial di Indonesia Sebanyak 167 Juta pada 2023," dataindonesia.id, 03 February 2023. [Online]. Available: https://dataindonesia.id/internet/detail/pengguna-media-sosial-di-indonesia-sebanyak-167-juta-pada-2023. [Accessed 20 November 2023].
N. T. Hariyanti and A. Wirapraja, "Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Modern (Sebuah Studi Literatur)," Jurnal Eksekutif, vol. 15, no. 1, pp. 1-8, 2018.
A. Ponirah, "Influencer Marketing as a Marketing Strategy," Journal of Economicate Studies (JoES), vol. 4, no. 1, pp. 11-16, 2020.
M. R. Handika and G. S. Darma, "Strategi Pemasaran Bisnis Kuliner Menggunakan Influencer Melalui Media Sosial Instagram," Jurnal Manajemen dan Bisnis, pp. 192-203, 2018.
R. Mardini, M. I. Nurani, F. Larasayu, and E. Permana, "Strategi Pemasaran Bisnis Kuliner Menggunakan Influencer di Media Sosial Instagram Pasca Pandemi," Jurnal Riset Pendidikan Ekonomi (JRPE), vol. 8, no. 2, pp. 134-148, 2023.
G. Panca, P. H. Graha, D. Turgarini, and C. Ningsih, "Peran Influencer Marketing dalam Meningkatkan Travel Intention," Hosptality, vol. 11, no. 1, pp. 417-422, 2022.
Y. E. Rachmad et al., Manajemen Pemasaran. Purbalingga: Eureka Media Aksara, 2022.
P. Kotler and K. L. Keller, Marketing Management (14th). New Jersey: Pearson Education Limited, 2012.
S. Rob, eMarketing: The Essential Guide to Marketing in a Digital World, Fifth Edition. Quirk Education Pty, 2013.
F. Tjiptono, Pemasaran: Esensi dan Aplikasi. Yogyakarta: Andi, 2016.
C. Dave, F. E. Chadwick, R. Mayer, and K. Johnston, Internet Marketing: Strategy, Implementation, and Practice. United States: Prentice Hall, 2009.
R. Sanjaya and J. Tarigan, Creative Digital Marketing. PT Elex Media Komputindo, 2009.
E. Byrne, J. Kearney, and C. MacEvilly, "The Role of Influencer Marketing and Social Influencers in Public Health," Proceedings of the Nutrition Society, vol. 76, issue OCE3, pp. 21–23, 2017.
P. Kotler, Marketing Management. Pearson, 2015.
J. Efendi and I. Johnny, Metode Penelitian Hukum: Normatif dan Empiris. Depok: Prenada Mediagrup, 2018.
M. Zed, Metode Penelitian Kepustakaan. Jakarta: Yayasan Obor Indonesia, 2008.
A. Malimbe, F. Waani, and E. A. Suwu, "Dampak Penggunaan Aplikasi Online Tiktok (Douyin) Terhadap Minat Belajar di Kalangan Mahasiswa Sosiologi Fakultas Ilmu Sosial Dan Politik Universitas Sam Ratulangi Manado," Jurnal Penelitian Pendidikan, vol. 1, no. 1, 2021.
This work is licensed under a Creative Commons Attribution 4.0 International License.