Tourism. Hotel and Restaurant Management 

AREVALO, LEO ALFRED, CONSULTA, DANIEL KRISTINA, JAVIER, CHARLENE ,
LIBOSADA, COLEEN, MONTEROSO, BRYAN, OSIN, RASHED JHAY. THE
EFFECTIVENESS OF FOOD INFLUENCERS TO THE CUSTOMER’S DINING
PREFERENCE OF SHAKEY’S AT MOLINO IV, CAVITE. Undergraduate thesis.
Bachelor of Science in Hospitality Management. Cavite State University-Bacoor City
Campus, City of Bacoor, Cavite. January 2024. Adviser: Mr.John Darren H. Lubaton.
This research examines the effectiveness of food influencers in shaping
customers' dining preferences specifically at Shakey's in Molino IV, Cavite. With the
rise of social media and the increasing popularity of food influencers, their impact on
consumer behavior has become a subject of interest. This research aims to
understand how food influencers influence customers' dining preferences at Shakey's
and assess the factors that contribute to their effectiveness.

The study employs a quantitative analysis focused on tracking the
engagement metrics of food influencers who have featured Shakey's in their content.
This includes measuring the number of likes, comments, shares, and the overall
reach of their posts.

Preliminary findings indicate that likes, comments and share influencers have
a significant impact on customers' dining preferences at Shakey's. The reach of those
influencers plays a crucial role in increasing brand awareness and attracting new
customers. When influencers feature Shakey's in their content, it generates exposure
to their large and engaged audience, resulting in increased interest and consideration
among potential customers.
Trustworthiness and credibility are key factors in the effectiveness of food
influencers. Customers perceive influencers as experts in the realm of food and rely
on their recommendations as reliable sources of information. The positive reputation
and authenticity of influencers contribute to building trust between them and their
followers, influencing their dining preferences to align with the influencer's
recommendations.

Visual appeal also plays a significant role in shaping customers' preferences.
Food influencers showcase Shakey's dishes in an enticing and visually appealing
way, creating a desire among viewers to try the restaurant's offerings. The vibrant
and mouth-watering images shared by influencers evoke emotions and cravings,
driving customers to visit Shakey's to experience the showcased dishes themselves.
Word-of-mouth recommendations from food influencers and their followers
further amplify the influence of influencers. When influencers endorse Shakey's and
their followers share their positive experiences, it creates a ripple effect, expanding
the reach and impact of their recommendations. These personal recommendations
carry a strong influence as they come from trusted sources and reflect real
experiences.

In conclusion, food influencers have a significant impact on customers' dining
preferences at Shakey's in Molino IV, Cavite. Their reach, trustworthiness, visual
appeal, and word-of-mouth recommendations contribute to their effectiveness. The
findings of this study provide valuable insights for Shakey's and other restaurants in
leveraging the power of food influencers to attract and retain customers. By
collaborating with influencers, Shakey's can enhance brand awareness, increase
customer engagement, and ultimately drive customer preferences towards their
offerings. 

xii, 35p.

PDF Format. 

Includes referances and appendices.