The effects of influencer personality and social media content towards customer purchase intention in the restaurant industry

Mohammad, Nur Faizah (2024) The effects of influencer personality and social media content towards customer purchase intention in the restaurant industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Businesses are now focusing on social media platforms to promote their products or services. They use social media influencers, who have a large following, to give positive reviews of their products or services and increase sales. The goal of a recent study was to discover the impact of influencer personality and social media content on customer purchase intention in the restaurant industry. Factors such as expertise, attractiveness, entertainment value, informative value, short form video, images, and live video were analyzed using a quantitative technique in the form of a questionnaire survey. The study involved 128 UTeM student respondents who had used social media influencers to find their restaurant preferences. The data collected was analyzed using Pearson Correlation, Multiple Regression analysis, and ANOVA with the help of Statistical Package of Social Science (SPSS) version 27 software. The study found that informative value, short form video, images, and live video positively correlated with customer purchase intention in the restaurant industry. The results indicated that images in social media content have the most significant impact on customer purchase intention in the restaurant industry. The study concluded that the independent variable for social media content had a higher impact on customer purchase intention, with an R square value of 0.728, meaning 72.8% of customers in the restaurant industry were influenced by it. It was suggested that future researchers could carry out their research with a different sample size, population, or a comparative study of two or more states to obtain more impactful results.

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