The Influence of Instagram Content @yummy.idn on Audience's Cooking Interest

Shofy Aulia Hakim; Mentari Anugrah Imsa; Asep Soegiarto; Qoryna Noer Seyma El Farabi; Abdul Kholik

doi:10.36668/jal.v14i2.1449

Authors

Shofy Aulia Hakim Universitas Negeri Jakarta, Indonesia
Mentari Anugrah Imsa Universitas Negeri Jakarta, Indonesia
Asep Soegiarto Universitas Negeri Jakarta, Indonesia
Qoryna Noer Seyma El Farabi Universitas Negeri Jakarta, Indonesia
Abdul Kholik Universitas Negeri Jakarta, Indonesia

DOI:

https://doi.org/10.36668/jal.v14i2.1449

Abstract

This study aims to analyze the influence of Instagram content from @yummy.idn on the audience's cooking interest. The Stimulus–Organism–Response (SOR) theory was applied to explain how visual content (stimulus) affects audience perception and emotion (organism), which in turn shapes cooking interest (response). The study employed a quantitative explanatory approach with a survey method using an online questionnaire distributed to 110 respondents who follow @yummy.idn. Regression analysis results show a positive and significant influence of Instagram content on cooking interest (p < 0.05), with a coefficient of determination (R²) of 0.458. Attention was the most dominant content dimension, while transactional and exploratory interest stood out in the cooking interest variable. This research contributes empirical evidence to digital communication studies and can be utilized by culinary industry players to design effective social media content strategies.

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