EXAMINING PERCEIVED AUTHENTICITY OF FOODIE KOLS IN RELATION TO CULINARY PURCHASE INTENTION

Abstract

This study aims to analyze the influence of perceived authenticity of foodie Key Opinion Leaders (KOLs) on followers’ purchase intention toward culinary brands in Indonesia. The transformation of digital marketing through influencer marketing has altered consumer behavior; however, there remains a gap in understanding the specific mechanisms by which perceived authenticity shapes purchase intention within the culinary industry context. This research employed a quantitative design with a survey approach involving 384 respondents who are active followers of foodie KOLs with a minimum of 1000 followers on Instagram or TikTok. Purposive sampling was applied with criteria including respondents aged at least 17 years, following foodie KOLs for at least six months, and having considered purchasing culinary products based on KOL recommendations within the past three months. The research instrument used a structured questionnaire with a five-point Likert scale that had been tested for validity and reliability. Data analysis was conducted using simple linear regression with IBM SPSS version 26. The results show that perceived authenticity has a positive and significant effect on purchase intention, with a regression coefficient of 0.743 (t = 15.672; p = 0.000) and a coefficient of determination of 39.1%. The findings confirm that the authenticity of foodie KOLs is a determining factor in shaping followers’ purchase intention, although 60.9% is influenced by other factors. The study recommends that culinary brands collaborate with KOLs who possess a high level of perceived authenticity and maintain a balance between organic and commercial content to sustain long-term credibility.