Article Type: Research Article View Abstract Pages (41-46) No of Download = 148 SPATIAL DISTRIBUTION OF RESTAURANT POPULARITY INDEX BASED ON CONSUMER REVIEW

Abstract

There has been a remarkable surge nowadays, especially in the usage of social media. People in urban areas are using social media to choose the restaurant they want to visit. This is becoming a new phenomenon that changes people's lifestyles and behavior in urban areas. That is including how people receive information from word of mouth (WoM) recommendation for a restaurant and becoming electronic-word of mouth information. Consumer review websites (CRW) are the e-word of mouth (e-WoM) information that usespeople's information as the main database for restaurant recommendation. Zomato is one of the CRW that have around 4032 databases for DKI Jakarta province, and that includes the restaurant’s popularity index. This study divides three levels of the restaurant’s popularity into high, average, and low popularity. This study is using Nearest Neighbor Analysis (NNA) and Kernel Density Analysis (KDA) to describe the spatial distribution of restaurants based on the popularity index. This study is using distance from POIs, CBD, road class, and landuses as control variables. The result shows that high, average, and low popularity restaurants are clustering with density of 59 restaurants/km2, 29 restaurant/km2, and four restaurant/km2, respectively. Based on chisquare analysis, high popularity restaurants averagely had a closer distance to the POIs like shopping malls and hotels and the main road (or primary road). Low popularity restaurants more likely located far away from POIs, main roads, and CBD.