BEHAVIORAL ANALYSIS OF VEGETARIANS: THE ROLE SOCIAL MEDIA BUMI RESTO AND FORTUNATE COFFEE PEKANBARU

Abstract

This study aims to describe the behaviour of vegetarians in using social media, to serve vegetarians and non-vegetarians. Bumi Resto and Fortunate Coffee with a universal happiness mission can help everyone to be healthy and happy. The research design is a combination of qualitative and quantitative, managers and visitors as respondents. Data analysis with interactive model, data validity with triangulation validation and member check. The results showed that the behavior of vegetarians with three models, the first behaviour change, namely vegetarianism of conditioning or habits, second behavior change understanding, and third behaviour by giving concrete examples. The behaviour of a person with knowledge, attitudes, or traditions of life. The role of social media adds business value in supporting product sales that are promoted and become a development trend.