P082 From Social Media to Dining Decisions: The Influence of Online Food Reviews and Social Media on Generation Z's Purchase Intention and Trust in Muslim-Friendly Restaurants

Daripada Media Sosial kepada Keputusan Makan: Pengaruh Ulasan Makanan Dalam Talian dan Media Sosial terhadap Niat Pembelian serta Kepercayaan Generasi Z terhadap Restoran Mesra Muslim

Abstract

Online food review sites and social media have changed how consumers select restaurants, search for information, and decide where to eat. Generation Z often uses the internet and social media to gather information before making decisions. Building customer trust through reliable internet communication has become crucial for Muslim-friendly eateries to influence customers' purchase intent. Even as social media marketing and electronic word-of-mouth (eWOM) become increasingly popular in the restaurant business, little research has examined how they affect Generation Z's trust and purchase intention in the context of Muslim-friendly eateries. This study, based on the Stimulus–Organism–Response (S-O-R) paradigm, examines how social media marketing and online food reviews affect consumer trust. It also looks at how trust influences purchase intention toward Muslim-friendly restaurants. A structured questionnaire is used to collect data from selected Generation Z consumers in a quantitative cross-sectional study. SPSS 31.0 will be used to analyze the study model, and the measurement items are modified from verified and established scales. According to the study's hypothesis, online food reviews and social media marketing have a favorable impact on consumer trust, which in turn increases buy intention. Additionally, it is anticipated that consumer trust will mediate the connections between buy intention and digital marketing architecture. This study contributes to the body of knowledge on Muslim-friendly restaurants, focusing on digital marketing, consumer behavior, and electronic word-of-mouth. In addition, this study can help the business owner develop a restaurant marketing strategy to improve customer trust.