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[Pertumbuhan industri restoran menengah dan atas di Indonesia, khususnyaJabodetabek menjadi semakin pesat. Hal ini mendorong terciptanya kebiasaanmakan diluar pada masyarakat Indonesia, khususnya di Jabodetabek. Beragampilihan restoran dapat membingungkan konsumen terlebih jika konsumen belumpernah mencoba restoran tersebut sebelumnya, sehingga menggunakan situsgastronomi pencarian restoran seperti Zomato Indonesia menjadi alternatif yangdapat dipilih para konsumen sebelum mencoba restoran tersebut. Penelitian inibertujuan untuk mengetahui seberapa signifikan faktor-faktor yang terdapat padaZomato Indonesia dalam mempengaruhi behavioral intention to taste pembacanya(readers), dimana behavioral intention to taste berpotensi dipengaruhi oleh tujuhvariabel yang digolongkan kedalam tiga kategori variabel utama yaitu (1)inspiring taste desire (yang terdiri dari variabel: experiencing appeal dangenerating empathy), (2) forming taste awareness (yang terdiri dari variabel:providing image, delivering knowledge dan presenting guide), dan (3) facilitatinginterpersonal interaction (yang terdiri dari variabel: social influence dancybercommunity influence). Sampel penelitian merupakan para anggota ZomatoIndonesia. Data diolah dengan menggunakan metode regresi berganda. Hasilpenelitian menunjukan bahwa generating empathy, presenting guide, socialinfluence dan cybercommunity influence secara positif mempengaruhi behavioralintention to taste pembaca (readers). Sedangkan experiencing appeal, providingimage, dan delivering knowledge tidak berpengaruh secara positif terhadapbehavioral intention to taste.;"The growth of the middle and upper class restaurant industry in Indonesia,""especially Jabodetabek becoming increasingly rapid. This encourages the eating out habits of Indonesian people, particularly in Jabodetabek. A wide selection of restaurants can confuse consumers, especially when consumers have never tried the restaurant before, so using gastronomy website like Zomato Indonesia can be chosen by consumers before trying the restaurant. This study aims to determine how significant all factors of Zomato Indonesia in influencing reader?s behavioral intention to taste, where behavioral intention to taste potentially affected by the seven variables that are classified into three main categories of variables: (1) inspiring taste desire (which consists of: experiencing appeal and generating empathy), (2) forming taste awareness (which consists of: providing image, delivering knowledge and presenting guide), and (3) facilitating interpersonal interaction (which consists of: social influence and cybercommunity influence). The research samples are Zomato Indonesia members. The data is processed by multiple regression method. The result shows that the generating empathy, presenting guide, social influence and cybercommunity influence positively affect reader?s behavioral intention to taste. While experiencing appeal, providing images, and delivering knowledge do not affect positively reader?s behavioral intention to taste., "The growth of the middle and upper class restaurant industry in Indonesia,""especially Jabodetabek becoming increasingly rapid. This encourages the eating out habits of Indonesian people, particularly in Jabodetabek. A wide selection of restaurants can confuse consumers, especially when consumers have never tried the restaurant before, so using gastronomy website like Zomato Indonesia can be chosen by consumers before trying the restaurant. This study aims to determine how significant all factors of Zomato Indonesia in influencing reader’s behavioral intention to taste, where behavioral intention to taste potentially affected by the seven variables that are classified into three main categories of variables: (1) inspiring taste desire (which consists of: experiencing appeal and generating empathy), (2) forming taste awareness (which consists of: providing image, delivering knowledge and presenting guide), and (3) facilitating interpersonal interaction (which consists of: social influence and cybercommunity influence). The research samples are Zomato Indonesia members. The data is processed by multiple regression method. The result shows that the generating empathy, presenting guide, social influence and cybercommunity influence positively affect reader’s behavioral intention to taste. While experiencing appeal, providing images, and delivering knowledge do not affect positively reader’s behavioral intention to taste.] |
S60690-meily dwi lestari .pdf :: Unduh