Electronic Theses and Dissertation

ABSTRAK
Tingginya pengeluaran Gen Z di Indonesia untuk makanan dan kebutuhan sehari-hari, serta dominannya biaya internet dan tagihan telepon sebagai prioritas utama dalam pengeluaran bulanan, menunjukkan pola konsumsi yang semakin bergeser menuju kebutuhan dasar dan akses digital. Penelitian ini bertujuan untuk menganalisis pengaruh food reviewers terhadap minat beli kuliner halal pada Gen Z Kota Banda Aceh dengan user interaction sebagai pemediasi. Jenis penelitian ini adalah kuantitatif. Sampel penelitian ini adalah Gen Z yang berjumlah 100 responden yang dipilih melalui purposive sampling. Teknik analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa food reviewers berpengaruh signifikan terhadap user interaction, namun tidak memberikan pengaruh langsung yang signifikan terhadap minat beli. Di sisi lain, user interaction terbukti berpengaruh signifikan terhadap minat beli dan mampu memediasi hubungan antara food reviewers dan minat beli. Temuan ini menegaskan bahwa user interaction menjadi faktor penting dalam mendorong minat beli kuliner halal pada Gen Z Kota Banda Aceh, sehingga memberikan gambaran bagi pelaku usaha dan food reviewers untuk mengembangkan strategi yang mampu meningkatkan user interaction untuk menciptakan dampak yang lebih efektif.

Kata Kunci: Food Reviewers, Gen Z, Minat Beli, User Interaction.

 

ABSTRACT The high spending of Gen Z in Indonesia on food and daily necessities, as well as the considerable amount spent on internet access and phone bills as key monthly expenses, reflects changes in their consumption behavior toward basic needs and digital access. This study aims to examine the influence of food reviewers on the purchase intention of halal culinary products among Gen Z in Banda Aceh, with user interaction as a mediating variable. This research used a quantitative approach with a sample of 100 Gen Z respondents selected through purposive sampling. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results show that food reviewers have a significant effect on user interaction but do not have a direct significant effect on purchase intention. Additionally, user interaction has a significant effect on purchase intention and mediates the relationship between food reviewers and purchase intention. These findings demonstrate that user interaction plays an important role in increasing the purchase intention of halal culinary products among Gen Z in Banda Aceh, providing direction for businesses and food reviewers to develop strategies that can strengthen user interaction and create more effective promotional impact. Keywords: Food Reviewers, Gen Z, Purchase Intention, User Interaction.