The online marketing of Indonesian street food in Jakarta

Figures & data

Figure 1. Conceptual model

Table 1. Measurement items of the study

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Authenticity (A)—adapted from Ram et al. (2016)
A1	While viewing the food vlogger review, I could relate to the history of local Indonesian street food.		0.636
A2	During the visit I could relate to the history of local Indonesian street food.		0.670
A3	The local Indonesian street food gave me a sense of my belonging to Indonesian culture.		0.653
A5	I liked the way the local Indonesian street food was designed.		0.767
A6	Since buying local Indonesian street food, I appreciate it very much.		0.778
A7	During the visit I could relate to Indonesian cultural history.		0.771
A8	During the visit I felt as if I had connected with Indonesian culture.		0.727
Mobile app usefulness (M)—adapted from Rojas-Osorio and Alvarez-Risco (2019)
M1	Using mobile apps helps me to complete my tasks more quickly.		0.821
M2	Using mobile apps facilitates the completion of my tasks.		0.792
M3	Overall, mobile apps are helpful.		0.634
Credibility (C)—adapted from Keng-Chieh et al. (2017)
C1	Online food vlogger reviews are credible.		0.785
C2	Online food vlogger reviews are trustworthy.		0.768
C3	Online food vlogger reviews are believable.		0.795
Attitude toward online food vlogger reviews (AT)—adapted from Alhassan et al. (2019); Briliana et al. (2020)
AT1	In making the decision to buy the food and beverages, food vlogger reviews are very helpful.		0.812
AT2	I am confident about buying food and drinks because of online food vlogger reviews.		0.803
AT3	Online food vlogger reviews are informative.		0.810
AT4	Online food vlogger reviews are a good way of discovering the positive aspects of food and beverages.		0.744
AT5	Online food vlogger reviews are a good way of discovering the negative aspects of food and beverages.		0.752
Intention to use food vlogger reviews for purchase decisions (IT)—adapted from Briliana et al. (2020)
IT1	After viewing the food vlogger review, I became interested in making a purchase.		0.744
IT2	After viewing the food vlogger review, I am willing to purchase the food and beverages being advertised.		0.678
IT3	After viewing the food vlogger review, I would consider purchasing the advertised food and beverages.		0.792
IT4	After viewing the food vlogger review, I will probably purchase the food and beverages being advertised.		0.746
IT5	After viewing the food vlogger review, it is very likely that I will buy the food and beverages being advertised.		0.798

Table 2. Reliability, convergence, and discriminant validity

	A	AT	C	IT	M	α	CR	AVE	R Square	R Square adjusted
A	0.717					0.841	0.880	0.514	—	—
AT	0.694	0.785				0.844	0.889	0.616	0.535	0.531
C	0.614	0.592	0.783			0.684	0.826	0.613	—	—
IT	0.601	0.609	0.748	0.753		0.808	0.867	0.567	0.370	0.369
M	0.592	0.571	0.728	0.683	0.753	0.620	0.796	0.568	—	—

Table 3. Inner VIF values

	AT	IT
A	1.730
AT		1.000
C	2.394
IT
M	2.294

Table 4. Test of R square

	R Square	R Square Adjusted
AT	0.535	0.531
IT	0.370	0.369

Table 5. Test of f square

	A	AT	C	IT
A		0.307
AT				0.588
C		0.029
IT
M		0.022

Table 6. Hypotheses testing results

	Path			Original Sample	Sample Mean	Standard Error	t-Statistics	Supported
H1	Authenticity		Attitude	0.497	0.499	0.062	8.013	Yes
H2	Mobile app Usefulness		Attitude	0.145	0.145	0.059	2.473	Yes
H3	Credibility		Attitude	0.180	0.181	0.065	2.786	Yes
H4	Attitude		Intention	0.609	0.610	0.041	14.756	Yes

Figure 2. Structural equation model

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