International Journal of Science and Society (IJSOC)
Vol 4 No 1 (2022): International Journal of Science and Society (IJSOC)

Traditional Food Orem-Orem Photo Elements Effect on Malang Foodies Instagram Towards Teenage Purchase Intention

Ammamilha Rosyaqotut Saqufa (Universitas Brawijaya, Malang, Indonesia)
Bambang Dwi Prasetyo (Universitas Brawijaya, Malang, Indonesia)
Zulkarnain (Universitas Brawijaya, Malang, Indonesia)

Article Info

Publish Date
10 Feb 2022

Abstract

Food photography is growing increasingly intense in a specific area of research today on the basis of the fast movement of information in micro media such as Instagram. Culinary activities, like drink or eat, are now not completely a physical need. Further, since the Instagram era, it becomes a self-representation canals to promotional activities. Refers to that acceleration, big oases just facing the almost-forgotten Malang traditional food like, orem-orem, so people, especially the youth one, can hear, reach, and spread the taste. This study aims to find out how the effect of orem-orem photo presentation on Malang Foodies Instagram towards the purchase intention of traditional food among teenage in Malang City. The research data conducted through explanative research using a quantitative approach. The theoretical framework of SOR (Stimulus-Organism-Response) and the classification of photographic element points helped to enrich research result. Shape, texture, pattern, form, and tone value become the main point of visual element that helped clarify visual description. The results showed that the photographic elements applied to orem-orem photos on Malang Foodies Instagram account had a positive and significant effect in activating emotional arousal and purchase intention among teenage. Furthermore, emotional arousal also has a significant influence in bridging photo elements to purchase intention.

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Journal Info
International Journal of Science and Society (IJSOC)
Website

Abbrev

ijsoc

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GoAcademica Research and Publishing

Subject

Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Nursing Physics Public Health Social Sciences Transportation Other

Description

International Journal of Science and Society (IJSOC) is open access and peer-reviewed journal with e-ISSN (2715-8780), IJSOC is an international journal devoted to the study of science and technology in a social context. It focuses on the way in which advances in science and technology influence ...