Signifikansi Social Media Food Influencers dalam Mempromosikan Kuliner Lokal

Abstract

Meskipun makanan lokal menjadi daya tarik penting dalam pariwisata, sejumlah studi menunjukkan bahwa faktor yang membentuk minat konsumsi wisatawan terhadap kuliner lokal masih terbatas pada aspek pengalaman destinasi dan belum banyak mengkaji peran aktor digital dalam membentuk preferensi konsumsi (Choi et al., 2021; Piramanayagam et al., 2020). Di tengah meningkatnya penggunaan media sosial sebagai rujukan informasi kuliner, Social Media Food Influencers (SMFI) berperan dalam membentuk preferensi konsumsi, namun pengaruh dimensi SMFI dalam konteks promosi makanan lokal masih relatif jarang diteliti. Penelitian ini bertujuan menganalisis bagaimana SMFI memengaruhi niat pengikutnya untuk mengonsumsi makanan lokal. Studi ini melibatkan 394 responden yang merupakan pengguna Instagram aktif dan mengikuti SMFI. Data dianalisis menggunakan pendekatan PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa nilai informatif, keahlian, dan daya tarik SMFI berpengaruh positif dan signifikan terhadap niat mengonsumsi makanan lokal. Sebaliknya, nilai hiburan, pengungkapan diri, dan interaktivitas tidak menunjukkan pengaruh signifikan, yang mengindikasikan bahwa pengikut lebih memprioritaskan kredibilitas dan kualitas informasi dibanding aspek hiburan atau kedekatan personal dalam pengambilan keputusan konsumsi. Temuan ini memberikan kontribusi praktis bagi pemangku kepentingan pariwisata kuliner, termasuk manajer restoran, dengan menegaskan bahwa SMFI merupakan instrumen pemasaran strategis untuk meningkatkan minat dan niat pembelian wisatawan terhadap makanan lokal.

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Vol. 12 No. 1 (2026): Edisi Bulan Juni

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