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THE INFLUENCE OF INSTAGRAM MARKETING ON NANCY’S KITCHEN

RESTAURANT – A BABA NYONYA RESTAURANT TOWARDS VISITORS’

VISIT INTENTION

Leon Xin Ci, Prof. Dr Noor Hazarina Hashim

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: xinci.leon@graduateutm.my

Abstract

The purpose of this paper is to examine the influence of social media (Instagram) marketing by the

restaurant located in Malacca, Malaysia, named “Nancy’s Kitchen”. With the advance of technology,
traditional marketing is slowly being replaced by social media marketing. Regardless of the industry,

whether it is tourism or catering, many companies have implemented social media for a variety of

purposes. Thus, this study examined the visual effect and exposure effect on visitors’ visit intention
towards a restaurant selection. This study has been conducted by using quantitative methods by

distributing survey questionnaire to 250 respondents. The results are being generated by Statistical
Package for Social Science (SPSS) version 26. The study explores more on the effects of professional

photography, visual complexity, uniform page appearance and layout, and brand recognition which has a
negatively significant relationship with the visitor's visit intention. Endorsed brand attitude positively

affects visitor intention to visit a restaurant. The sample chosen for this study belongs only to a particular

population which is only the current Instagram follower who might or might not visit Nancy’s Kitchen
and its visitors. Hence, the outcome should be summarized with caution.

Keywords: Professional photography, Visual complexity, Uniform page appearance and layout, Brand

exposure, Visit Intention

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