2026Thesis or dissertation
- Eunike Aster Balisa, Agus Sudono, Dias Pratami Putri
Repository at Universitas Pendidikan Indonesia (Universitas Pendidikan Indonesia)
The viral phenomenon of matcha latte content on social media has become a strong driver of hedonic consumption behavior and culinary tourism activities among college students, particularly in Bandung City as a hub of student lifestyle and culinary innovation. Studies integrating viral content, Hedonic Eating Behavior, and culinary tourism remain limited, so this study employs the Stimulus-Organism-Response (S-O-R) framework to explain the underlying mechanism. This study aims to examine the influence of matcha latte content on social media on Hedonic Eating Behavior, the influence of Hedonic Eating Behavior on culinary tourism activities, the direct influence of the content on culinary tourism activities, and the mediating role of Hedonic Eating Behavior, among college students in Bandung City. This quantitative explanatory research involved 150 college student respondents through an online Likert scale (1–5) questionnaire, analyzed using regression-based path analysis (SPSS). The results show that matcha latte content has a significant positive effect on Hedonic Eating Behavior (R²=70.4%) and on culinary tourism activities, both directly and indirectly (R²=77.8%), with Hedonic Eating Behavior serving as a partial mediator. It is recommended that culinary business actors enhance the visual quality of content and the café visiting experience, that students be more mindful of hedonic consumption impulses, and that future research incorporate additional variables such as perceived value or electronic word of mouth. Fenomena viralitas konten matcha latte di media sosial menjadi pendorong kuat perilaku konsumsi hedonis dan aktivitas wisata kuliner mahasiswa, khususnya di Kota Bandung sebagai pusat gaya hidup dan inovasi kuliner. Kajian yang mengaitkan konten viral, Hedonic…
Abstract text comes from PubMed, OpenAlex or Europe PMC and belongs to the authors and publisher.
Study type
Observational (human)
Surveys, cohorts and consumer studies, with no intervention.
Assigned automatically from the title, abstract and subject terms.
Topics
Matcha is a main subject here (named in the title).
- Eunike Aster Balisa, Agus Sudono, Dias Pratami Putri. (2026). PENGARUH KONTEN MATCHA LATTE DI MEDIA SOSIAL TERHADAP HEDONIC EATING BEHAVIOR DAN AKTIVITAS WISATA KULINER PADA MAHASISWA KOTA BANDUNG. Repository at Universitas Pendidikan Indonesia (Universitas Pendidikan Indonesia).
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