the influence of food bloggers' recommendation

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RESTAURANTS

By Khansa Qonita

11403058

BACHELOR’S DEGREE

in

BUSINESS ADMINISTRATION - HOTEL AND TOURISM MANAGEMENT Concentration

FACULTY OF BUSINESS AND COMMUNICATION

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No.15, Alam Sutera Tangerang, Banten 15143 – Indonesia

August 2018

Revision after the Thesis Defense on July 24^th 2018

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Khansa Qonita STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Khansa Qonita

___________________________________

Student

Approved by:

Esa Mbouw, BBA, MSc.

___________________________________

Thesis Advisor

Dr. Nila K. Hidayat, SE., MM.

____________________________________

Dean

Date

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Khansa Qonita ABSTRACT

THE INFLUENCE OF FOOD BLOGGERS’ RECOMMENDATION TOWARDS CONSUMER’S BEHAVIOR IN CHOOSING THE RESTAURANTS

By

Khansa Qonita

Esa Mbouw, BBA, MSc, Advisor

SWISS GERMAN UNIVERSITY

The trend of food and beverage industry in Indonesia has shown a great transformation with a help from the current existing technologies. A food related blog is one the trend these days, especially for the millennial. Perceived Usefulness (PU) is one of the factor suggested by researches towards adaptation of technology. However, the perceived usefulness (PU) of a food blogger itself is still questioned on whether the millennial has the intention to follow the food blogger ‘s recommendation to choose restaurants.

Therefore, the purpose of this study is to determine whether there is a significant relationship between food blogger perceived usefulness and behavioral intention to follow its recommendation. The questionnaire was distributed to 100 food blog readers who have read any food related blog before. The data was processed by using SPSS to obtained the result of this study. The result has shown that food blogger influences the consumer behavioral intention of the readers to follow its recommendation of the food blogger.

Keywords: Perceived Usefulness, Food Blogger, Behavioral Intention to Follow

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Khansa Qonita

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Khansa Qonita DEDICATION

I dedicate this work for my parents, brother and others who inspired me for making this work done ♥

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Khansa Qonita ACKNOWLEDGEMENT

I would like to express my deepest gratitude to Allah, the almighty, for giving me the blessing and strength throughout the process of making this thesis work. My sincere appreciation to the following people:

1. I would like to express my deep and sincere gratitude to my parents and brother for giving the best support, endless love, and took care of me. Thank you for always giving me permission to whatever it was, I’m glad to have the three(s) in my life ♥

2. Definitely myself! Finally, you are able to finish this thesis work! What a big accomplishment! Proud of yourself for making those eighty pages of papers work because I thought I would never have done it.

3. To Sir Esa (a.k.a thesis advisor). Thank you for giving your time answering all of those questions that sometimes I don’t even understand what am I asking.

For your advices and support to completed this thesis work and I am grateful for any other things that he had done.

4. My friends (you know who you are I guess) for always kindly answered all of the stupid questions I asked. For sending me funny stuff on Instagram, spent the whole day at the café (thesis work 50% and the other half was laughing over weird stuff). I am glad to have those priceless time with you guys ♥

5. Everyone who participated filling out the questionnaire, thank you so much for spending the time reading all of the questions. My cousin who help me with those statistics, thank god you were born as a smart kiddo.

6. Lastly to anyone that involves during the process of making my thesis, you have such wonderful heart and thanks for helping me out ♥

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Khansa Qonita TABLE OF CONTENT

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENT ... 6

LIST OF FIGURES ... 10

LIST OF TABLES ... 11

CHAPTER 1 – INTRODUCTION ... 12

1.1 Background ... 12

1.2 Research Problems ... 14

1.3 Research Questions ... 14

1.4 Research Objectives ... 14

1.5 Scope and Limitation ... 15

1.6 Significance of Study ... 15

1.7 Thesis Structure ... 15

CHAPTER 2 – LITERATURE REVIEW ... 17

2.1 Conceptual Framework ... 17

2.2 Theoretical Foundations ... 18

2.2.1 Marketing ... 18

2.2.2 Marketing Mix (4PS) ... 19

2.2.3 Digital Marketing ... 21

2.2.4 EWOM (Electronic Word of Mouth) ... 22

2.2.5 Blogs ... 22

2.1.2 Technology Acceptance Model (TAM) ... 22

2.1.3 Consumer Behavior ... 24

2.1.4 Buyer Decision Process ... 26

2.1.5 Behavioral Intention ... 27

2.2 Previous Study ... 28

2.3 Study Differences/Similarities ... 31

2.4 Hypothesis... 31

CHAPTER 3 – RESEARCH METHOD ... 32

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Khansa Qonita

3.1 Type of Study ... 32

3.2 Unit Analysis/Unit Observation ... 32

3.3 Sampling Design ... 32

3.3.1 Population ... 32

3.3.2. Sampling Method ... 32

3.3.3 Sample Size ... 33

3.4 Location & Time Frame of Study ... 34

3.5 Data Sources and Collection Method ... 35

3.5.1. Type of Data ... 35

3.5.2 Data Collection Method ... 35

3.5.3 Questionnaire Structure ... 36

3.6 Research Model ... 36

3.7 Variable Operationalization ... 37

3.8 Data Processing Procedures ... 40

3.8.1 Pilot Test ... 40

3.8.2 Validity Test ... 40

3.8.3 Reliability Test ... 41

3.9 Data Analysis Technique ... 41

3.9.1 Classical Assumption Test ... 41

3.9.2 Simple Linear Regression ... 43

CHAPTER 4 – RESULTS AND DISCUSSIONS ... 44

4.1 Pre-test Results ... 44

4.2 Post Test ... 49

4.2.1 Respondent Profile ... 49

4.2.4 Classical Assumption Test ... 56

4.2.5 Simple Linear Regression ... 57

CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS ... 60

5.1 Conclusions ... 60

5.2 Recommendations ... 60

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Khansa Qonita

5.2.1 Managerial Implications ... 60

5.2.2 Future Research ... 61

GLOSSARY ... 63

REFERENCES ... 64

APPENDICES ... 68

APPENDIX 1 – Respondent Profile ... 68

APPENDIX 2 – Pre Test Questionnaire ... 72

APPENDIX 3 – Post Test Questionnaire ... 76

APPENDIX 4 – R TABLE ... 80

APPENDIX 5 – Variable X Post Test Tabulation ... 82

APPENDIX 6 – Variable Y Post Test Tabulation ... 83

APPENDIX 7 – CURRICULUM VITAE ... 85