Page 384 - MARSIUM'21 COMP OF PAPER

363 Leon (2021)
4.1 Multiple Regression Analysis

Multiple Regression is a statistical method used to analyse the relationship between a single dependent variable and several independent
variables. Multiple regression analysis was performed in this study in order to find out which is the strongest predictor that motivates
visitor intention to visit at Nancy’s Kitchen, looked into the beta coefficient value and the largest value was the most influential variable
for this group according to Julie Pallant (2007).

Table 4.9 Result of Multiple Regression Analysis

a
Coefficients

Standardized
Unstandardized Coefficients Coefficients
Result
Model B Std. Error Beta T Sig.

1 (Constant) .002 .302 .005 .996
PP_AVG .124 .105 .085 1.183 .239 Reject H1
LVC_AVG .059 .087 .050 .680 .498 Reject H1
UPAL_AVG .153 .099 .123 1.540 .126 Reject H1
BR_AVG .022 .087 .021 .256 .798 Reject H1
EBA_AVG .611 .078 .581 7.845 .000 Accept H1

a. Dependent Variable: VI_AVG

Based on the above result, professional food and beverage photography (β =0.124, p>0.05), lower visual complexity (β = 0.059, p>0.05),
uniform page appearance and layout (β =0.059, p-value>0.05), brand recognition (β =0.022, p>0.05), and endorsed brand attitude (β
=0.611, p<0.05). Thus, H1, H2, H3, H4 are rejected while H5 is accepted.

4.2 Test of Best Predictor

The study found that the endorsed brand attitude was the most significant predictor that influenced visitors’ visit intention towards a restaurant
selection which obtained the value in (β =0.611), followed by uniform page appearance and layout with the value of (β =0.153).

5.0 DISCUSSION

5.1 Discussion of the Results and Findings

The discussion is based on the research objective of the study that was collected through the questionnaire that has been collected from the
respondents and will highlight the key findings from the previous chapter based on the empirical data.

H 1: There is significant relationship between professional food and beverage photography and visitors’ visit intention towards restaurant
selection.
01
H : There is no significant relationship between professional food and beverage photography and visitors’ visit intention towards
restaurant selection.

The result in Table 4.7 and Table 4.8 showing the professional food and beverage photography are not supported where the beta value and
significant value are (β =0.124, p>0.05) and it shows a slight or almost negligible relationship between two variables (R-value=0.193).
Therefore, professional food and beverage photography of Instagram Nancy’s Kitchen is no significant with the visitor visit intention. The
null hypothesis is accepted.
In this study, consumers may have negative views on professional food and beverage photography. Previous studies have shown that visual
effects are indeed more powerful and effective than text-based effects. The same things implied to a too strong sensory stimulation will bring
corresponding expectations. Frida (1986) pointed out that emotions are produced and experienced because they are related to one's attention
and belief. This kind of psychological reaction to the result inconsistent with previous expectations is called disappointment (Bell, 1985).
Therefore, in order to avoid disappointment in the future, some people may adopt a specific strategy to establish self-protection consciousness
in the deep of mind for professional food and beverage photography, and their behavior is not completely influenced by sensory stimulation,
that is, to reduce their expectations for obtaining expected and uncertain results. Thus, while using professional images, it is necessary
to build visitors' confidence in the brand，so as to avoid that issue of not being in conformity with the professional photography posted on
social platforms (Instagram) when visitors dine in the restaurant.

363