The Influencer Influence on Social Media: Facebook, Instagram, and Tiktok that Affects Consumers' Decision to Choose Restaurant Services in Bangkok

Abstract

The purpose of this research article is to study 1) the opinions of consumers in Bangkok regarding the nature of content in social media of influencers 2) the opinions of consumers in Bangkok towards influencers 3) the decision to choose to use the service of a store. food of consumers in Bangkok; and 4) influence of influencers on social media, Facebook, Instagram, and Tiktok that affect consumers' decision to choose restaurant services in Bangkok. Use a quantitative research model. The sample group is 400 consumers in Bangkok using a simple random sampling method. The research tool is a questionnaire. Statistics used in data analysis are frequency, percentage, mean, standard deviation. and multiple regression analysis

The results of the research found that 1) Consumers' opinions on the content characteristics of influencers' social media were at a high level. When considering each aspect, it was found that It is at a high level in every aspect. By the quality of the content It has the highest average value, followed by the interesting aspect of the content. and the benefits of the content has the lowest average 2) Consumers' opinions on influencers overall and in each aspect are at a high level. The trustworthiness aspect of the influencer has the highest average, followed by the expertise aspect of the influencer, and the aspect of reputation of the influencer has the lowest average value. 3) Consumers' decision to choose to use restaurant services in Bangkok. Overall, it is at a high level and 4) The nature of content in social media of influencers and influencers influences consumers' decision to choose restaurant services in Bangkok. Statistically significant at the 0.05 level, therefore, restaurant operators should focus on making content on social media (Content) to be interesting. The influencer doesn't have to be a famous person that most people like in order to be popular. If the content of the content can be made in the form of images or video clips to be interesting. It will receive attention from the consumer group. This will result in business operations becoming more successful and valuable.