INFLUENCERS AFFECTING GENERATION Z’S DECISION MAKING ON RESTAURANT SELECTION

Abstract

The purpose of this research was to study the factors having influences on the decision-making process of Generation Z when selecting restaurants based on influencer recommendations. The study was conducted in the Pak Kret District of Nonthaburi Province, with a sample size of 406 participants. The questionnaire was the primary instrument to collect the research data. The statistics methodologies were descriptive statistics, such as the percentage, frequency, mean, standard deviation (S.D.), One-way ANOVA, and Chi-square test, which were utilized for data analysis.

The research results indicated that the majority of respondents were males, with a mean age of approximately 20 years and an educational attainment level of bachelor’s degree or equivalent. Their monthly income was typically in the range of 10,000-20,000 Baht. The analysis of digital media exposure behaviors revealed that Generation Z consumers predominantly utilized food delivery services, accounting for the highest proportion at 37.40%. The primary factor influencing their selection was the visual presentation of the food images. Furthermore, their experience in information seeking via online media platforms was most frequent on Facebook, Instagram, and Twitter (56.65%), followed by YouTube (34.73%). These platforms were utilized to search restaurant reviews, food aesthetics, and ambient dining environment reviews facilitated by influencers. The attitudinal analysis regarding the celebrities’ endorsements (influencer reviews) and their impact on consumer decision-making showed that the sample group highly agreed that the reputation of the influencers had the impact at the high level on the better understanding of the concepts of the restaurants, with the rating mean of 4.22, and simultaneously increased perceived credibility with the rating mean of 4.29. This data will be subsequently employed for comparative analysis with micro-influencers. The analysis of satisfaction derived from receiving review information via online media indicated that the sample expressed the highest satisfaction level with video/clip content reviews with the rating mean of 4.35. Additionally, perceived deliciousness and value for money were found to be the most critical factors influencing restaurant selection with the rating mean of 4.37. Pricing factors (4C’s) were also identified as highly influential in the decision process. The comprehensive findings demonstrate that the influencer’s reputation, platform choice, presentation strategies, e.g. video clips, visual aesthetics, content velocity and marketing mix factors (4C’s) are all statistically significant determinants of review consumption behavior and subsequent restaurant selection at the significance level of 0.05.