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364 Leon (2021)

H 2: There is significant relationship between lower visual complexity and visitors’ visit intention towards restaurant selection.
H : There is no significant relationship between lower visual complexity and visitors’ visit intention towards restaurant selection.
02

Based on results on Table 4.7 and Table 4.8, the hypothesis testing showing lower visual complexity on visitors’ visit intention is not
supported with (β = 0.059, p>0.05, r =0.171), It indicates lower visual complexity is not significant towards visitors’ visit intention. Hence,
the null hypothesis is accepted.
According to the research results, followers or visitors of Nancy's Kitchen hold a negative attitude towards low visual complexity and think
that this theory has little effect on their visiting intention. In other words, it can also hinder visitors' preference for the suggestion of higher
visual complexity and think that more complex visual design has more attractive and pleasant features, which is in line with the prior
reported research on the relationship between visual complexity and its effect, so that a higher ratio can get greater pleasure and arouse
interest in complex picture. Therefore, more complicated visual marketing tools, such as advertisements and promotion, can be
implemented on Nancy's kitchen Instagram.

H 3: There is significant relationship between uniform page appearance and layout and visitors’ visit intention towards restaurant
selection.
03
H : There is no significant relationship between uniform page appearance and layout and visitors’ visit intention towards restaurant
selection.

The result from the findings shows uniform page appearance and layout values (β =0.059, p>0.05, r =0.295), which means H3 is not supported
due to values are not within range. So, uniform page appearance and layout is not significant with visitors’ visit intention towards
restaurant selection. Thus, null hypothesis is accepted.
According to Karimov et al. (2011), the website design not only visually establishes the first impression of the brand or product in customers'
minds, but also acts as a platform for users to further understand and communicate the brand through the information on the website.
However, in this study, the research effect of Eroglu et al. (2003) was not achieved, as the page appearance and layout of the website did not
bring visitors a sense of pleasure and awakening, let alone stimulate their visit intention to the restaurant. The finding demonstrates that there
is an indirect and no significant relationship between uniform page appearance and layout of Nancy’s Kitchen and visit intention which
deviate from previous studies. Through observation, Nancy's Kitchen's Instagram profile page layout is messy and irregular, which indeed
does not really contribute much to stimulate visitors' visit intention.

H 4: There is significant relationship between brand recognition and visitors’ visit intention towards restaurant selection.
H : There is no significant relationship between brand recognition and visitors’ visit intention towards restaurant selection.
04

Based on Table 4.7 and Table 4.8, hypothesis testing analysis show that the hypothesis is supported with (β =0.022, p>0.05) with a weak
positively relationship (r =0.308). This result proves that brand recognition has no significant effect on visitors’ visit intention toward a
restaurant selection. Hence, the null hypothesis is accepted.
Brand recognition plays a very crucial role in enterprises, just like what (Goodrich, 2011; He An, 2012), (Perfect and Skew, 1994; Shapiro
et al., 1997), (Krugman, 2000) stated that it is the most sensitive and effective method to evaluate memory. According to the findings,
brand recognition has an indirect impact on visit intention which shows that the brand recognition is not enough to be a factor to stimulate
visit intent. Even some of the visitors knew of the brand, but there was no desire to visit it. Therefore, the marketer can accede the purchase
stimulus while holding the activity to build brand recognition. For instance, if customers are dining in, they can enjoy the discount on the
spot as long as they post their meal photos to Instagram story and hashtag Nancy’s Kitchen. In this way, customers are being satisfied with
the promotion given, brand recognition and visit intention can be boosted.

H 5: There is significant relationship between endorsed brand attitudes and visitors’ visit intention towards restaurant selection.
05
H : There is no significant relationship between endorsed brand attitudes and visitors’ visit intention towards restaurant selection.

The result in Table 4.7 and Table 4.8 showing the endorsed brand attitudes are supported where the beta value and significant value are (β
=0.611, p<0.05) and it shows a moderate relationship between two variables (r =0.521). Therefore, endorsed brand recognition is positively
significant with the visitor visit intention. Hence, null hypothesis is rejected.
This result matched those witnessed in the earlier academic paper of (Coates et al, 2006; Goodrich, 2011; Shapiro et al., 1997) who advocated
on the study of pure exposure effect, brand attitude can be influenced by rapid and frequent scanning of brand information. It can better
show people's positive attitude towards an unfamiliar brand under a brief and repeated brand exposure (Lee and Ahn, 2012). The visitors
reflect that there is a significant relationship between endorsed brand attitudes toward their visit intention on Nancy’s Kitchen. Therefore,
marketers need to make more efforts in enhancing endorsed brand attitudes. By making good use of social media to create high frequency of
exposure, consumers' experience and cognition of enterprises and their products (including ideas attached to products, culture, after-sales
service, etc.) or services can be improved, so as to establish a lasting and stable mutual demand relationship between enterprises and
consumers.

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