Penggunaan Electronic Word of Mouth (E-Wom) sebagai Saran Kuliner di Akun Instagram @Bjn.Foodies

Irfandi Triyajati, Fruri Stevani, Sujiran Sujiran

Abstract


Abstract

This study aims to determine how the utilization of Electronic Word of Mouth (E-WOM) in providing culinary recommendations through the Instagram account @BJN.Foodies. Social media has now become an effective platform for disseminating information, including in terms of culinary promotion. The @BJN.Foodies account utilizes the power of E-WOM by sharing food reviews, user content, and active interaction with followers to create influence on people's culinary preferences, especially in the Bojonegoro area. This research uses a descriptive qualitative approach with data collection techniques through interviews, observation, and documentation. The results showed that E-WOM built by @BJN.Foodies has an important role in influencing followers' decisions to try the food recommendations shared. This shows that social media can be a strategic tool in supporting local culinary promotions through communicative, interesting, and credible content.

Abstrak

Penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan Electronic Word of Mouth (E-WOM) dalam memberikan rekomendasi kuliner melalui akun Instagram @BJN.Foodies. Media sosial saat ini telah menjadi wadah efektif dalam menyebarkan informasi, termasuk dalam hal promosi kuliner. Akun @BJN.Foodies memanfaatkan kekuatan E-WOM dengan membagikan ulasan makanan, konten pengguna, serta interaksi aktif dengan followers untuk menciptakan pengaruh terhadap preferensi kuliner masyarakat, khususnya di wilayah Bojonegoro. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa E-WOM yang dibangun oleh @BJN.Foodies memiliki peran penting dalam mempengaruhi keputusan pengikut untuk mencoba rekomendasi makanan yang dibagikan. Hal ini memperlihatkan bahwa media sosial dapat menjadi sarana strategis dalam mendukung promosi kuliner lokal melalui konten yang komunikatif, menarik, dan kredibel


Keywords


Electronic Word Of Mouth , Instagram , foodvlogger

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References


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