Abstract

Purpose of the study: This research was conducted with the aim of finding the pattern or model of the consumer journey, particularly the consumer decision-making processes for culinary products among the JKTFoodbang community on Instagram.

Methodology: The method used in this research is a qualitative method in which this research emphasizes the meaning and process rather than the results of an activity.

Main Findings: Social media is able to facilitate all stages in the consumer journey, particularly in the consumption process of culinary products.

Applications of this study: This research will contribute to the knowledge of the concept in Indonesia and technology. The results of this study can be beneficial for marketers, society and stakeholders. Which is Social media is able to facilitate all.

Novelty/Originality of this study: The diversity of information sources and content on social media provides more strength for consumers, particularly Millennials to make the consumption decisions of culinary products. Despite it has great potential, social media cannot stand alone in the context of facilitating all stages in the consumer journey, particularly for consumers of culinary products.

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