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All Journal JARES (Journal of Academic Research and Sciences)
Putri Musicasari
Universitas Pembangunan Nasional Veteran Jawa Timur
Social Sciences

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Increased Buying Interest of Millennial Generation in Gresik Regency during the COVID-19 Pandemic through the @kulinergresik account Didiek Tranggono; Putri Musicasari; Zainal Abidin Achmad
JARES (Journal of Academic Research and Sciences) Vol 6 No 2 (2021): September 2021
Publisher : Universitas Islam Balitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35457/jares.v6i2.1221

Abstract

The Instagram account @kulinergresik experienced an increasing number of followers along with the increase in the number of food orders, during the COVID-19 Pandemic. This study intends to analyze whether there is a relationship between pandemic conditions and as an independent variable with the purchase interest of the millennial generation of Gresik Regency on the account @kulinergresik as the dependent variable. The quantitative research method uses Spearman rank correlation analysis and t-test for the hypothesis. The study population was 144,000 followers of the @kulinergresik account with purposive sampling and data collection through the distribution of google form as a questionnaire to 100 respondents. The results showed that between the two research variables had a correlation coefficient of 0.389, meaning that it indicated a positive relationship. Besides, the results of t-test showed a 5% significance level, and it has a meaning that the hypothesis accepted. In conclusion, during the COVID-19 Pandemic, millennial generation buying interest through the @kulinergresik account has increased.
Co-Authors Didiek Tranggono Zainal Abidin Achmad