Investigasi Lanjutan Faktor Sosiodemografi Dengan Tindakan Swafoto Sebagai Indikator Kepuasan Konsumen Restoran di Kota Tangerang Selatan

Abstract

The act of taking selfies and sharing photos through social media is believed to be influenced by the satisfaction consumers feel regarding the services they receive. This research aims to: (a) Identify consumer sociodemographic factors associated with selfie behavior as an expression of satisfaction; (b) conduct further investigation into sociodemographic factors and selfie behavior as an indicator of consumer satisfaction. The study focuses on restaurant consumers in South Tangerang City who have visited and engaged in selfie activities. A total of 92 respondents were sampled using purposive sampling techniques. The analysis of the relationship between consumer characteristics and satisfaction levels involves cross-tabulation and chi-square tests to determine the degree of association between consumer characteristics and selfie behavior as an indicator of restaurant consumer satisfaction. The research identifies age and education variables as significantly related to selfie behavior as an expression of satisfaction, while gender and income do not show significant associations. Further details regarding the research findings can be found in this article.