Dwianthy, Stephanie Danella and Nawangwulan, Irma Martlani (2017) Analyzing the Impact of Food Blogger Reviews and Brand Image Towards Customers’ Purchase Intention in Jakarta, Indonesia. Bachelor thesis, Swiss German University.

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Abstract

The growth of information technologies allows the potential customers to easily accessed the information regarding the product. Restaurant owners are forces the establishment to be aware of the needs of the customers and to give a detailed information regarding their product in order to receive a positive response from the customers. In order to survive within the restaurant competition, a good marketing strategy are needed, one of them is to give an information regarding the products through advertising. By using food blogger to make a positive review regarding the restaurant, it is hoped to attract the customers and increased their purchase intention. The main goal of this research is to analyze the impact of food blogger reviews and brand image towards customers’ purchase intention. Samples are being gathered from the people who uses the review and/or follow the food blogger on their social media within Jakarta area, with the total of 130 respondents. The result of the multiple linear regression analysis shows that food blogger’s credibility and brand image have a positive and significant impact towards customers’ purchase intention.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Food Blogger Review ; Food Blogger Credibility ; Brand Image ; Purchase Intention
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	15 May 2020 04:32
Last Modified:	15 May 2020 04:32
URI:	http://repository.sgu.ac.id/id/eprint/262

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