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All Journal PROSIDING SEMINAR NASIONAL Jurisprudence Jurnal Akuntansi dan Pajak Management Studies and Entrepreneurship Journal (MSEJ) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Infokes : Jurnal Ilmiah Rekam Medis dan Informasi Kesehatan Kontigensi: Jurnal Ilmiah Manajemen International Journal Law and Legal Ethics (IJLLE) Jurnal Pengabdian Masyarakat Bhinneka Proceeding of International Conference Health, Science And Technology (ICOHETECH) Prosiding Seminar Informasi Kesehatan Nasional Journal of Innovative and Creativity International Journal Of Health And Social Behavior
Rahayu, Istiyawati
Universitas Duta Bangsa Surakarta
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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 Agus Suyatno Agus, Angelina Chantika Puspitaningdiaz Anitiyo Soelistiyono Arief Budiono Budi, Agustyarum Pradiska Christiyono, Yonatan Andrean Devalita, Elsa Novia Eiad Yafi Erna Chotidjah Suhatmi Ernawati Ernawati Fatimah Malini Lubis Fitria Wulandari Imam Sucipto Intan Oktaviani Kelik Wardiono Liss Dyah Dewi Arini Machin Machin Mansor Manan, Mohamed Maulana, Arga Nopita Cahyaningrum Rahaju Muljo Wulandari Rayhan Gunaningrat Rayhan Gunaningrat Rezi Rezi Rezi Rezi, Rezi Rina Arum Prastyanti Riska Rosita Sisilia, Novianti Ummu Nurfathin