Journal of Marketing Innovation
Vol. 1 No. 1 (2021)

The Effect of Perceived Usefulness, Trust and Visual Information toward Attitude and Purchase Intention

Vika Gustyana Mulyani (Politeknik Negeri Bandung)
Moh Farid Najib (Politeknik Negeri Bandung, Indonesia)
Alexandre Desausa Guteres (3Fakultade Ekonomi, Universidade Da Paz, Timor Leste)

Article Info

Publish Date
27 Sep 2021


Bandung is a culinary city in Indonesia that continues to show the growth of restaurants in the region. It provides intense competition for business people in the culinary industry to keep them alive. The consumer trend itself was change about how-to learning company not through advertising but the article becomes the choice, such as in Instagram. The study was aimed at identifying the influence of Instagram Food Blogger elements (perceived usefulness, trust, and visual information) on consumer buying attitudes and purchase intention. To test the proposed model, this study applies variance-based structural equations Partial least squares (PLS) modeling with a sample of 200 Instagram Food Blogger recommendations’ readers in Bandung, Indonesia. The results show all variables have a positive effect on attitudes and purchase intention, only perceived usefulness does not show a significant effect on purchase intention. As a follow-up on the results of the study, the managerial implication of these findings is discussed.

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Journal Info





Economics, Econometrics & Finance Social Sciences


Journal of Marketing Innovation (JMI) is an open-access journal published by Politeknik Negeri Bandung (Bandung State of Polytechnic), Indonesia. JMI welcomes articles in the field of marketing throughout the world, both theoretical and applied. JMI only accepts manuscripts that have not been ...