Ermawati Ermawati, Arif Siaha Widodo, Santi Budiman

ANALYSIS OF BUYING INTEREST FROM FOLLOWERS ON INSTAGRAM FOOD BLOGGER

Introduction

Analysis of buying interest from followers on instagram food blogger. This study analyzes buying interest from Instagram food blogger followers for Yogyakarta MSMEs. The integrated 5C marketing model explains 69% of purchase intention.

Abstract

The rapid growth of Instagram-based culinary marketing among MSMEs in Yogyakarta has highlighted the need for an empirically grounded framework that connects social media communication design with consumer purchase intention. However, no prior study has integrated the 5C framework (Context, Content, Community, Communication, Connection) with the consumer response hierarchy (Awareness, Knowledge, Liking, Preference, Conviction, Intention to Purchase) into a single structural model tested in a local culinary account context. This study employed a quantitative explanatory design using covariance-based Structural Equation Modeling (SEM) with LISREL software. Data were collected via an online questionnaire distributed to followers of the Nongkrong Jogja Instagram account using the Add Web Link feature, yielding 442 valid respondents. Of the 28 measurement indicators, 26 (92.86%) met validity and reliability criteria. Partially, 63.3% of individual 5C component hypotheses were rejected, indicating that no single component independently drives purchase intention. Simultaneously, however, all six composite hypotheses were accepted, with an average R² of 0.69, meaning the integrated 5C model explains approximately 69% of the variation in buying interest stages from awareness to intention to purchase. The findings confirm that the effectiveness of Instagram-based marketing communication emerges from the synergistic integration of all five components rather than from any single dimension. Practitioners are advised to adopt a holistic content strategy that activates all 5C elements simultaneously. Future research should expand the population scope and employ longitudinal designs to strengthen causal inference.

Review

This study addresses a highly relevant and timely topic concerning the efficacy of Instagram-based marketing, particularly for MSMEs in the burgeoning culinary sector of Yogyakarta. The paper uniquely seeks to bridge a significant gap in the literature by integrating the established 5C framework (Context, Content, Community, Communication, Connection) with the consumer response hierarchy, mapping stages from awareness to purchase intention, into a single structural model. This ambitious integration, applied to a specific local culinary account, offers a novel theoretical contribution that promises to provide a more nuanced understanding of how social media communication design influences consumer buying interest. The quantitative explanatory design, employing covariance-based Structural Equation Modeling (SEM) with a substantial sample size of 442 valid respondents, suggests a robust methodological approach. The findings present a particularly insightful and perhaps counter-intuitive outcome. While a significant majority (63.3%) of individual 5C component hypotheses were partially rejected, indicating that no single dimension independently drives purchase intention, the integrated model tells a different story. Crucially, all six composite hypotheses were accepted, demonstrating a strong explanatory power with an average R² of 0.69. This strongly supports the central conclusion that the effectiveness of Instagram-based marketing communication stems from the synergistic integration of all five 5C components rather than the isolated impact of any single element. This finding underscores the holistic nature of effective digital communication and offers a powerful theoretical refinement to how social media frameworks should be understood in practice. The study provides valuable insights for practitioners, advocating for a holistic content strategy that simultaneously activates all 5C elements. Methodologically, the strong validity and reliability of the measurement indicators lend credibility to the results. However, the study’s reliance on a cross-sectional design and a specific regional context (Yogyakarta, using a single Instagram account) inherently limits the generalizability and strength of causal inference. Future research would significantly benefit from expanding the population scope to different regions or types of influencers, and crucially, employing longitudinal designs to more robustly establish the causal relationships implied by the model. Despite these limitations, the paper offers a significant contribution by empirically validating the integrated impact of the 5C framework on consumer buying interest within the dynamic realm of Instagram food blogging.

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