Currently, consumers in Indonesia are more interested in buying and selling online. It is very reasonable because online sales provide several conveniences, such as the ease of finding information about products. Culinary products are sensitive products and, not everyone is suitable with the ingredients contained therein. So that consumers need to find information on the product they are going to buy.
Social media can be an alternative solution for consumers to meet their daily needs, especially during the COVID-19 pandemic, which limits community activities so that consumers prefer to buy products online without having to leave the house. In my opinion, social media has an extensive, fast, and precise reach or network so that it can increase consumer buying interest online from home and result in higher consumptive attitudes online. This attitude is present because consumers are very easy to get these products and the prices are relatively affordable.
Besides, the culinary business is a very promising business, with a large promotion this business will run smoothly. There are many culinary businesses in Semarang. This business is quite promising and able to attract a lot of workers such as chefs, dishwashers, suppliers, and transportation services.Â
Sales that rely solely on word of mouth, which are usually cannot reach too wide a range of consumers, because the coverage is local and that of relatives only. Some people think culinary promotion using Instagram social media is an interesting thing because usually culinary shops do promotions through brochure distribution and offer food discounts at high costs, now it can be done by uploading photos or videos that can attract buyers to come to the shop without having to spend a lot of time and the big-budget, it because with an Internet connection everything can happen in a very fast time.Â
In short, I believe that so that the growth in the number of visitors to culinary shops can continue to increase every year, this certainly requires effective marketing strategies and promotional activities. The use of Instagram's social media can be used as a solution to achieve the main goals of culinary promotion activities. Instagram as a marketing medium needs support from influencers to increase purchase intention. I think that there is a need for an Online Customer Review and a Celebrity Endorsement in convincing consumers to increase their Purchase Intention in the culinary business. Purchase intention can be influenced by external and internal influences when buying a product, where before the product is purchased, an assessment or review of the product or service offered is carried out.
