The Influence of Food Blogger to the Intention of Consuming Healthy Food

摘要

The purpose of this study is to examine consumer behavior towards review and recommendation of food blogger regarding healthy eating lifestyle and to know whether there is a relation between food bloggers review and recommendation to healthy eating and consumer behavioral intention. The unit analysis in this research is people who know and read about food blog, with 192 valid questionnaires from respondents that reside in Jakarta, Bandung and Bogor. Data were analyzed using SPSS software. The result shows that all variables in the research have positive influence which means that perceived credibility and perceived usefulness of food blogger positively influences people's attitude towards healthy food which later influences their behavioral intention. The study found that food blogs have impact on encouraging people to eat healthy food, to raise awareness of the consumption of healthy food.