PENGARUH SIMILARITY, VISUAL APPEAL, INFORMATION ADEQUACY, TRUST, BLOG CREDIBILITY, REVIEW ACCEPTANCE TERHADAP PURCHASE INTENTION PEMBACA BLOG. (Survey Pada Food Blog Anakjajan.com)

BERNARDUS RICHARDO KURNIAWAN
041414353007
Dosen Pembimbing
Sony Kusumasondjaja, M.Com.,Ph.D.

ABSTRACT

With the rapid development of the digital world , causing the growth of internet
users, especially blog. This provides a great opportunity for marketers to take the
advantage of using blog as a marketing medium. From a marketing perspective,
blogging has been viewed as a new type of electronic word-of-mouth (eWOM). In
this study focuses on examining the influence of Similarity, Visual Appeal,
Information Adequacy, Trust, Blog Credibility, Review Acceptance to the blog
users’purchase Intention. This is a quantitative resecarch that use online survey to
240 respondents which use Analysis of Moment Structures ( AMOS ) as analysis
techniques. In this research note that Review Acceptance and Blog Credibility had
significant influential effect on blog users’ Purchase Intention; Similarity and Blog
Credibility had significant influential effect on blog users’ Review Acceptance;
Similarity, Blog Credibility, and Information Adequacy had significant influential
effect on blog users’ Trust. Contrary to our expectations, Trust did not have a
significant effect on blog users’ Purchase Intention, Information Adequacy did not
have a significant effect on blog users’ Review Acceptance, Visual Appeal of blog
platform did not have a significant effect on blog users’ Trust; Similarity did not
have a significant effect on Blog Credibility.
Keywords : Food blog, Similarity, Visual Appeal, Information Adequacy,
Trust, Blog Credibility, Review Acceptance, Purchase Intention.

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