Muhammad Agil Kuncoro, Vina Mahdalena, Rini Riyantini

The Cooking Content Effect in Instagram to Followers' Satisfaction

Introduction

The cooking content effect in instagram to followers' satisfaction . Explore how Instagram cooking content impacts follower satisfaction, addressing challenges like video duration limits and presenter absence. Quantitative study on @pattygurlz.

Abstract

The tendency for cooking videos to have a long duration to showcase cooking demonstrations is a challenge for Instagram @pattygurlz, as the platform limits the duration to 90 seconds. In addition, in @pattygurlz's Instagram videos, there is no physical appearance of the presenter. This situation is a challenge to persuade Instagram users to be interested in the content. This study aims to identify and analyze the impact of @pattygurlz content on follower satisfaction. This study uses the Uses and gratification theory, where audiences are considered as active voters, evaluating media that can meet their needs. This research uses a quantitative approach with a survey method. The population of this study were Instagram followers @pattygurlz with a sample size of 100. In analyzing the data, researchers conducted validity tests, reliability tests, correlation tests, regression tests, detemination coefficients, and hypothesis tests. The data testing technique is processed using the SPSS version 26 program. The results showed a significant relationship between cooking content and followers' satisfaction. The coefficient of determination shows that 42.9% of followers' satisfaction is influenced by content, while the rest is influenced by other factors.

Review

This study tackles a timely and relevant topic concerning content creation on social media platforms and its impact on audience satisfaction, specifically focusing on cooking videos on Instagram. The authors aim to analyze how content produced by the @pattygurlz account, despite challenges like Instagram's 90-second duration limit and the absence of a presenter, influences follower satisfaction. The use of the Uses and Gratification Theory provides a suitable theoretical lens, framing followers as active evaluators of media that can meet their needs. This foundational approach sets the stage for a focused investigation into the value proposition of the cooking content. The methodology employs a quantitative approach via a survey method, targeting 100 followers of @pattygurlz. The data analysis includes standard statistical tests such as validity, reliability, correlation, regression, determination coefficients, and hypothesis tests, processed using SPSS. The core finding indicates a significant relationship between cooking content and follower satisfaction, with content accounting for 42.9% of satisfaction. While this demonstrates a clear impact, it also highlights that a substantial portion (57.1%) of follower satisfaction is influenced by other unexamined factors, suggesting a complex interplay of variables. While the study offers valuable insights into the direct impact of cooking content, its generalizability is somewhat limited by focusing on a single Instagram account and a relatively modest sample size of 100 followers, which may not fully represent the broader Instagram user base or diverse content creators. Future research could benefit from a comparative analysis across multiple accounts, varying content styles, or larger sample sizes to strengthen external validity. Additionally, while the abstract mentions the challenges of duration limits and presenter absence, the "cooking content effect" could be further unpacked to identify specific elements within the content (e.g., editing, recipe complexity, instructional clarity) that contribute most to satisfaction, particularly in overcoming these identified hurdles. Exploring the "other factors" influencing the remaining 57.1% of satisfaction would also enrich the understanding of follower engagement on such platforms.

Full Text

Comments

You need to be logged in to post a comment.