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Restaurant Marketing Efforts on Instagram: Influence on Consumer Behavior Rayhan Gunaningrat; Istiyawati Rahayu; Erna Chotidjah Suhatmi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6720

Abstract

This study investigates the relationship between Instagram marketing efforts and willingness to pay a premium price as mediated by trust and brand image in order to validate the theory with practical application, particularly in the restaurant industry. To test the proposed hypothesis, this study employs a quantitative approach with a causal research design. Data was gathered through a survey of 100 respondents via an online questionnaire, which was distributed to social media users in Indonesia who had visited a restaurant that was actively marketing on social media. In addition, a structural equation model was developed to analyze these research data. This study evaluates the company's Instagram marketing efforts as a whole, combining six factors (entertainment, interaction, trendiness, customization, electronic word of mouth, and risk). The results of this study reveal that marketing efforts through Instagram directly encourage consumers to pay premium prices and influence consumer brand preferences. Out of the six indicators, entertainment and perceived risk have the greatest influence on consumer brand preference and consumer willingness to pay a premium price.
Co-Authors Adivarani Diaz Rahmawati Agus Suyatno Anggi Septiana Sari Anisa Tri Rahayu Anita Karlina Gunawan Anita Nurul Cahyani Annasya Al Sadhilla Apriliana Nur Choirun Nisa Atala Cindy Fatya Berta Berlianda Chandra Gita Damar Putranto Dea Ananda Destifa Umari Ramadhanti Dewi Aprilia Nugraheni Dewi Wulandari Dinnova Ryo Kristanto Efi Pertiwi Rahayu Eka Darma Ningtyas Enik Tri Afrika Erna Chotidjah Suhatmi Esti Dwi Rahmawati Fani Anisa Fani fidiana putri Febi Ardhani Febryana Nawantoro Febyola Puspa Dewani Habib Fajar Aditya Hanifah Dian Hastuti Hesti Widyastuti Indra Hastuti Intan Isra’ Nur Laily Brilian Intan Yunitasari Intana Wahyu Putri Ismi Munfarida KHABIB ALIA AKHMAD Krisna Yusuf Anggoro Kurniasih Kurniasih Latifatun Nikmah Leny Septyawati Melvin Reinaldi Miftahul Nur Latifa Monica Farissa Zain Monyka Dayu Astuti Muftiyanto, Taufiq Nur Muhammad Annang Fahmi Roziq Muhammad Fadilah Muhammad Zulfikar Romadhon Munawaroh - Niken Vera Kusumawati Nur Fajar Ali Maulana Nurullia Rizkyani Oktafianis Oktafianis Olivia Stephanie Sarwono Putri PUPUT MELATI R Taufik Nur Muftiyanto R Taufiq Nur Muftiyanto R. Taufik Nur Muftiyanto R.Taufiq Nur Muftiyanto Rahayu, Istiyawati Ratna Ariyanti Restu Putri Permatasari Ria Nofita Praptiwi Riana Amalia Sacrivi Rieke Alisyiya Nur Safitri Riski Apriani Risma Nur Pratiwi Rita Haju Kaesti Rizki Darmawan Prasetya Saskia Anggun Choirunnisa Septiyanitha Dwi Maharani Putri Silvia Putri Siti Huzaimah Siti Mudurikah Sri Wulan Handayani Sukma Bayu Sumarah Budi Santoso Syahri Romadhon Tiara Kartika Sari Wina Yuniarti Winda Saputri Yana Kumara Kristanti Yoseph Adi Nugroho