Influencer Marketing Affecting the Intention to Use Restaurant Services among Generation Y Consumers in Mueang District, Nakhon Ratchasima

Abstract

     This research aimed to study influencer marketing that affecting the intention to use restaurant services among Generation Y consumers in Mueang District, Nakhon Ratchasima Province. This research was conducted using quantitative methodology. The sample group consisted of 405 Generation Y consumers residing in Mueang District, Nakhon Ratchasima Province, who had viewed influencer contents recommending restaurants within the past three months. A purposive sampling technique was employed to select participants based on specific criteria relevant to the study objectives.  The primary research instrument utilized in this study was a structured questionnaire. Data analysis was conducted using multiple regression. influencer marketing across four dimensions trustworthiness, experience, attractiveness, and influencer’s content usefulness had a statistically significant positive effect on the intention to use services at the 0.01 level. These variables collectively predicted the intention to use restaurant services among Generation Y consumers in Mueang District, Nakhon Ratchasima Province, with a predictive accuracy of 64.40% (AdjR² = 0.644). The results indicate that Generation Y consumers place significant importance on the trustworthiness of influencers, as reflected through their sincerity and firsthand experiences, as well as their attractiveness and the usefulness of their content. These factors collectively enhance consumer confidence and significantly stimulate the intention to use restaurant services. The findings can be applied as a strategic guideline for implementing influencer marketing to effectively promote service usage intention among the target consumer group.