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All Journal Unifikasi: Jurnal Ilmu Hukum Jurnal Akuntansi dan Pajak Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Ilmiah Edunomika (JIE) REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Indonesian Community Journal Veteran Society : Jurnal Pengabdian Masyarakat Jurnal Bisnis Manajemen dan Akuntansi Proceeding of International Conference Health, Science And Technology (ICOHETECH)
Erna Chotidjah Suhatmi
Universitas Duta Bangsa Surakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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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 Agung Widiastuti Agus Suyatno Ananda Nur Wahit Antin Okfitasari, Antin Aris Prio Agus Santoso Dessy Ambarsari Faizah Ariqoh Gilang Restu Ramadhan Indra Hastuti Juli Cantika Lestari, Retna Dewi Melisa Ari Rahmawati Melisa Ari Rahmawati Muhhamad Aminulloh Nesya Sucitra Ningsih, Suhesti Oktavia Eko Anggraini Rahayu, Istiyawati Rahmawati Indah Sari Rayhan Gunaningrat Rayhan Gunaningrat Rika Novianingsih Safitri Nur Rohmah Singgih Purnomo Sopingi Sri Rahayu Tri Irawati Umi Hanifah Wardani, Tatiana Siska