Main Article Content

Abstract

Social media has changed the way people consume. One of the changes is how people eating outside at restaurant. People only need mobile phone to gather information when they feel hungry and look for a place to have dine. Consumers choose restaurants based on the information they get from social media. Consumers can decide which restaurant they would like to go just after checking its reviews and photos on Instagram. This research aims to find the information that consumers use in the buying decision processes. The data was collected through in-depth interviews with restaurant consumers who live in major cities in Indonesia. This study finds that price, location, and Instagram reviews have been considerations in the buying decision processes.


 

Keywords

buying decision processes Instagram food photos social media restaurant consumers

Article Details

Author Biography

Monika Pretty Aprilia, Department of Communication Studies Faculty of Social and Political Science Universitas Indonesia, Indonesia

Department of Communication Studies
Faculty of Social and Political Science
Universitas Indonesia, Indonesia

How to Cite
Aprilia, M. P. (2019). Instagram and buying decision processes of restaurant consumers. Asian Journal of Media and Communication, 2(2), 13–18. https://doi.org/10.20885/asjmc.vol2.iss2.art3