Restaurant Attractiveness and Psychological Effect of Uploading Food Picture on Instagram to Willingness to Dine Out

Christianto, Hanz and Rahayu, Siti and Kusumawardhany, Prita Ayu (2016) Restaurant Attractiveness and Psychological Effect of Uploading Food Picture on Instagram to Willingness to Dine Out. In: International Symposium on Management 13: Market Integration in ASEAN: Market Sustainable Growth and Cross CUltural Issues, 18-20 March 2016, Ho Chi Minh City Vietnam.

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Abstract

This study aims to determine the effect of the restaurant attractiveness and consumers psychologycal who use instagram to dine out at the restaurant in Surabaya. These research variables measured through restaurant attractiveness, personality, self-concept, self-control, consumer perception and willingness to dine out. Most people tend to take pictures of food when eating out. Due to through Instagram owned by the consumer, the consumer can interact, share, recommend and critic the food and restaurant to other social media users This type of research is causal with analysis tools SPSS 20.0. The data used in this research is primary data obtained from questionnaires. Respondents in this research were 150 respondents who have uploaded food pictures through Instagram at least 1 times in the last 1 month, educated past high school and are domiciled in Surabaya. Results from this study that the effect of restaurant attractiveness has positive effect on personality, self-concept, self-control. Restaurant attractiveness has positive effect on willingness to dine out. Self-control has positive effect on consumer perception. Consumer perception has no positive effect on willingness to dine out. Personality has no positive influence on consumer perception. Keywords: restaurant attractiveness, psychological effect, willingness to dine out

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: restaurant attractiveness, psychological effect, willingness to dine out
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: PRITA AYU KUSUMAWARDHANY
Date Deposited: 10 Aug 2016 02:20
Last Modified: 10 Aug 2016 02:20
URI: http://repository.ubaya.ac.id/id/eprint/28262

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