ANALISIS PENGARUH DIGITAL INSTAGRAMMABILITY, SOCIAL MEDIA ENGAGEMENT, DAN LOCATION-BASED SOCIAL MEDIA MARKETING TERHADAP BRAND SWITCHING BEHAVIOR: PERGESERAN PREFERENSI KONSUMEN DARI KAWASAN FLAMBOYAN KE SUNBAE

Abstract

This study aims to analyze the influence of Digital Instagrammability, Social Media Engagement,
and Location-Based Social Media Marketing on Brand Switching Behavior in the shift of consumer
preferences from the Flamboyan culinary area to the Sunbae area in Manado City. Using a quantitative
approach with survey methods, data were collected from 100 respondents selected through purposive
sampling technique—specifically consumers who had previously visited the Flamboyan area and then shifted
their preferences to the Sunbae area. Data analysis employed multiple linear regression using SPSS version
25. The results show that Digital Instagrammability (X1) has a significant positive effect on Brand Switching
Behavior (Y) with a coefficient of 0.312 (t = 3.821, p < 0.05); Social Media Engagement (X2) has a
significant positive effect with a coefficient of 0.287 (t = 3.456, p < 0.05); and Location-Based Social Media
Marketing (X3) has a significant positive effect with a coefficient of 0.245 (t = 2.987, p < 0.05).
Simultaneously, the three independent variables significantly influence Brand Switching Behavior (F =
28.741, p < 0.05) with a coefficient of determination (R²) of 0.647, indicating that 64.7% of Brand Switching
Behavior variance can be explained by the three variables. The findings underscore the critical role of
digital visual aesthetics, interactive social media engagement, and geolocation-based marketing strategies in
shaping consumer decisions to shift culinary area preferences.
Keywords: Brand Switching Behavior; Digital Instagrammability; Location-Based Marketing; Social Media
Engagement; Consumer Preference