EFFECT OF VIDEO CONTENT INFORMATION QUALITY AND FOOD VLOGGER TRANSPARENCY ON FOOD PURCHASE INTENTION AMONG GENERATION Z IN KENDARI CITY

Abstract

This study analyzes the effect of video content information quality and food vlogger transparency on food purchase intention among Generation Z in Kendari City, both partially and simultaneously. A quantitative approach with a causal design was applied. Primary data were collected through an online five-point Likert questionnaire from 120 Generation Z respondents who live in Kendari, have watched food vlogger content, and actively use social media. The data were analyzed using multiple linear regression in SPSS. Information quality (β = 0.508) and transparency (β = 0.228) each have a positive and significant effect on purchase intention, and together they explain 44.7% of its variation (adjusted R²). Information quality is the more dominant predictor. The purposive sample is limited to Generation Z in Kendari, the data are perceptual and cross-sectional, and the study measures purchase intention rather than actual purchase behavior. The findings offer input for culinary businesses, food vloggers, and digital marketers in designing video-based promotion strategies that are informative and transparent about paid collaborations. The study provides empirical evidence from a regional Indonesian city, testing both factors jointly, whereas earlier studies were conducted outside Indonesia and emphasized one factor per model.