The Restaurateurs' Perspective on The Impact of Social Media Advertisements on Family Restaurants in Dungun, Terengganu

Abstract

The use of social media as a marketing tool has become increasingly important for businesses of all sizes to reach potential customers and build brand trust. In the restaurant industry, social media has become a popular platform for businesses due to its wide user base, ease of use, and ability to reach diverse audiences. However, the effectiveness of social media as a marketing tool for restaurants has not been extensively studied in the Malaysian context. This study explores the use of social media as a marketing tool by restaurateurs in Dungun, Malaysia. The study found that family-style restaurants predominantly use Facebook, Instagram, and WhatsApp to engage with their target audience, in addition to relying on traditional marketing methods such as word-of-mouth and banner advertising. The research highlights the increasing importance of social media as a tool for businesses to reach potential customers and build brand trust. The study emphasizes the importance of effective communication through a combination of marketing strategies and identifies key components of a successful marketing strategy in the restaurant industry. The research design is exploratory, with a non-probability sampling technique used to select ten family-style restaurants within a 10 km radius of UiTM Dungun, Terengganu. The study provides valuable insights into the role of social media in restaurant marketing strategies and suggests future research can explore the possibilities of social media in other industries. Overall, this study provides valuable insights into the role of social media in restaurant marketing strategies in the Malaysian context. It suggests that social media is an effective tool for restaurateurs in Dungun to promote and increase the performance of their family-style restaurants. Future research can explore the possibilities of social media in other industries and consider larger sample sizes for better results.