PENGARUH AUTHENTICITY, BRAND FIT, COMMUNITY, DAN CONTENT DALAM MUKBANG INFLUENCER DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN ( Studi Influencer Marketing Terhadap Keputusan Pembelian Produk Restoran Magal Pada Subscribers Tanboykun)

Abstract

“The Effect of Authenticity, Brand Fit, Community dan Content in Mukbang Influencer on Youtube Towards Buying Decision ( Influencer Marketing Study Towards Buying Decisiong of Magal Restaurant’s Product on Tanboykun’s Subcribers)” This research is about influence of youtube mukbang influencer Tanboykun on the buying decision of Tanboykun’s subscribers with the purpose to know if there Tanboykun as mukbang influencer with authenticity, brand fit, community, and content as variable that may influence his subscribers buying decision to magal restaurant. The method used is descriptive quantitative by data collection technique carried out by distributing questionnaires. The result in this research that there is an influence from Tanboykun towards his subscriber’s buying decision for magal restaurant.