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Abstract

Along with the shifting interests and motives of social media users, the amount of vlog material related to food and drink continues to increase. This is because one way to learn more about a product before purchasing it is to watch the relevant vlog. Instagram account @sigerfoodies also created content that reviews products including sugary drinks. Followers of @sigerfoodies can be affected by the content they create, depending on how open they are to the material. The rate of change in one's attitude will increase with exposure. Meanwhile, sugar consumption in Indonesia tends to be high, with teenagers becoming one of the largest consumers on the global scale. High-calorie intake obtained from sweetened beverages can increase the risk of non- communicable diseases such as obesity, heart disease, and diabetes mellitus type II. This study is to find out how much exposure @sigerfoodies have to the desire to consume sugary drinks. This study used planned behavior theory to consider respondents whether or not after watching the @sigerfoodies show would like to consume sugary drinks. The approach used is a quantitative approach with a survey research method with a sample of 100 respondents who are followers of @sigerfoodies. Based on the hypothesis test results through the known t-test count = 6,540 with a significance level of 10% and t-table = 5,154, as the t count greater than t-table feeding H0 was rejected and H1 was accepted. So it can be concluded that the @sigerfoodies (X) show has an effect on the desire to consume sugary drinks (Y) and has an influence of 30.7% and 69%.3% is influenced by other factors, with a relationship of 55.1% in the medium category. This study suggested that further studies could be conducted with a wider scope of research

Keywords

Sweet Drinks, Food Vlog Content, Consumption Desire, Communicable Diseases.

Article Details

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