Prastika, Cynthia Deviana and Reese, Matthias (2014) The Influence of Food Images Posted on Facebook Toward Dining-Out Intention in the Greater Jakarta Area Depending on Personality Traits. Bachelor thesis, Swiss German University.

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Abstract

Nowadays, people take photos of food in a restaurant and then post it usually directly on Facebook before they even start eating their dish. This seems a new trend in our society. This research aims to find out more about the perception of food images on Facebook, the ‘perceived credibility’ and ‘attractiveness of food images’ as well as the influence of the personality traits; extraversion and openness to experience; on to dine-out. This research is an exploratory study using a qualitative approach to find the indicators of ‘attractiveness of food images’ and in a quantitative approach using self-administered questionnaire. The research was conducted among 120 Facebook users in the greater Jakarta area. Collected data are analyzed using correlation and regression analysis. The results show that the perception of food images posted on Facebook depends mainly on the images itself. Nor the personality of the Facebook user, nor credibility of food image posting has a significant influence on dining-out intention. Therefore, food service industries should always ensure the quality the food presentation to look attractive on a photo and use e.g. marketing or promotion campaigns to encourage patrons to shoot a photo of their food and post it on social media. These could help the industries to gain more sales and positive word of mouth.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Dining-Out Intention, Personality Traits, Attractiveness of Food Images, Credibility, Facebook
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media N Fine Arts > NA Architecture > NA7855 Restaurants T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Faisal Ifzaldi
Date Deposited:	22 Jul 2021 15:43
Last Modified:	22 Jul 2021 15:43
URI:	http://repository.sgu.ac.id/id/eprint/2084

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