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5.2 Managerial Implications

The findings of this paper bring a vast managerial implication, especially the marketer of Nancy's Kitchen. People always think that
professionals will be the best, but we often overlook that while pursuing professionals, we must be authentic and avoid the feeling of being
deceived by visitors or consumers. In addition, image-based and text-based elements can be mixed in a visual merchandising strategy to
deliver information and advertisements more effectively. Through this research, marketers must also know that a messy profile page and
layout of social media (Instagram) is not enough to stimulate visitors' visiting intention. Besides, people always pay attention to strengthening
brand recognition. In fact, we can create brand recognition and purchase incentives at the same time and create a positive brand recognition
attitude towards those visitors. In short, the actual contribution of this research is to better understand the visual effects, brand exposure and
the factors affecting visitors’ visit intention towards restaurant selection.

5.3 Limitation and Recommendation of the Research

This study suffers from a few limitations. First, it has restriction on population. In the early stage of the research, the target sampling group
was only open to Instagram followers of Nancy's Kitchen, but it was not announced to the public, but gradually many underlying problems
were discovered. 511 followers does not mean that there are indeed 511 customers, some of whom are business accounts, and will not even
make any contribution to our research, and the participation of followers is not impressive as well. Later, the researcher began to adjust the
target sampling group, expanding it to the customers who had dine in Nancy's Kitchen. Even though it had increased the participation rate.
However, the study suffers another difficulty, whereby only a few customers who go to restaurants are aware of and pay attention to Nancy’s
Kitchen's Instagram account. As a result, these may have an impact on the result’s accuracy and dependability. Secondly, as the research
design is correlational, which is opposed to experimental, and thus it does not permit causal inference. Although all the hypothesis is being
proven by statistical data and a fairly complex series of outcome, there are some threats that remain plausible especially on the temporal
precedence and spurious effect. Future research might try to apply some true experiments to prove that those data are indeed more reliable.
Thirdly, this study only focuses on one restaurant, which is Nancy’s Kitchen, so it is not arbitrary to judge whether other restaurants will get
similar data if they are the same. After all, different restaurants bring different customer groups and profiles. Therefore, in order to get more
reliability data, it is suggested that in the future research, more in-depth and accurate research and exploration can be carried out by adopting
multiple comparison schemes.

6.0 CONCLUSION

The research studies on the relationship between the visual effect and brand exposure towards visitors' visit intention towards Nancy’s
Kitchen. There are five research objectives, research questions and hypotheses being conceived and proposed. A conceptual research
framework is then formed. By using a quantitative approach, 250 survey questionnaires were distributed using systematic sampling and
convenience sampling. All the data collected were later on examined by using SPSS analysis. The main findings shows that professional
food and beverage photography, lower visual complexity, uniform page appearance and layout, and brand recognition of Nancy’s Kitchen
showed no significant relationship toward visit intention. However, the endorsed brand attitudes are positively significant towards the
visitors’ visit intention. Future researchers could conduct a causal experiment approach for more in-depth investigation and adopt multiple
comparison schemes with other restaurants.

7.0 ACKNOWLEDGEMENT

I want to express my greatest gratitude to my supervisor Prof. Dr Noor Hazarina Hashim for her guidance, ideas, encouragement, and
moral support throughout these two semesters. I was able to improve my skills with her precious comments and advice. I would also like to
thank everyone who had been involved in helping me to complete this project whether directly or indirectly.

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