Identity and Interaction of Youtuber in Building User Curiosity and Satisfaction Regarding the Effectiveness of Street Food Promotions
Keywords:
identity, curiosity, satisfaction, street foodAbstract
Food is one of the main reasons domestic and foreign tourists travel from one city to another, not only to five-star restaurants but also to street vendors. This development is also supported by social media, which accelerates the process of disseminating information. In this quantitative research, researchers took samples from customers who were fans of street food reviewed by "Nex Carlos" (a food blogger with 4.6 million subscribers). By surveying and using stratified random sampling of 230 samples (Slovin's formula) from a population of 77,000, there are several variables that will be tested, namely: identity (X1), interaction (X2), curiosity (Y1), user satisfaction (Y2), and effectiveness promotion (Z). All dimensions and indicators of each variable that have been declared valid and reliable are then continued to the next stage, namely measuring the influence of one of the videos as a research object, which was released on May 17, 2022. The author applies the Theory of Uses and Gratifications which emphasizes the human approach in viewing social media. This means that humans have the right and authority to treat media, where media users have the freedom to determine how to use the media, and how the use of the media can have an impact on themselves. Therefore, the results of research using SPSS 25.0 show the relationship between variables. From all variables, however, only the 'interaction' variable does not influence the audience to seek deeper information about Nex Carlos and generate user satisfaction but is driven by curiosity.
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