The Impacts of Level of Using Social Media On Restaurant ChoiceThrough Social Media

Abstract

The purpose of this study is to examine the impact of social media on individuals’ choice of restaurants. Both primary and secondary data sources were used to answer research questions. Primary data principally obtained through the questionnaires while as secondary data sources, related past studies were utilized as theoretical background and literature review. An online questionnaire survey was conducted in February and March 2017. An invitation message with the online questionnaire URL (link) was posted on a number of online people through social media tools such as Facebook, Twitter, and Forums. Researchers used the Multiple Linear Regression (MLR) approach for testing hypothesis. The analysis showed that three factors; Reliability, Searching for Product & Services, and Searching Information did significantly predict value of individuals’ choice of restaurant on social media while they are on a trip, and two factors; Reliability, and Searching for Product and Services did significantly predict value of individuals’ choice of restaurant on social media while they are in hometown.