The Influence of Food Vlogging on Restaurant Visit Intention Mediated by Utilitarian and Hedonic Value among Generation Z

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Bhagwandas, Pranav Ramesh (2026) The Influence of Food Vlogging on Restaurant Visit Intention Mediated by Utilitarian and Hedonic Value among Generation Z. Diploma thesis, IPMI Institute.

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Abstract

A food vlog can be understood as video content that presents experiences of trying food, evaluations of menu items, the atmosphere of dining establishments, prices, locations, ease of access, and restaurant recommendations. This study aims to analyse the effect of Trustworthiness on Food Vlogs’ Utilitarian Value and Food Vlogs’ Hedonic Value, the effect of Information Quality on Food Vlogs’ Utilitarian
Value and Food Vlogs’ Hedonic Value, the effect of Food Vlogs’ Utilitarian Value on Intention to Visit, and the effect of Food Vlogs’ Hedonic Value on Intention to Visit among Generation Z. This study employs a quantitative research method. The research was conducted online using a Google Form distributed to Generation Z individuals who had
previously watched food vlogging content and were willing to complete the questionnaire. The sample consisted of 200 Generation Z respondents selected through purposive sampling. The analytical method used was SEM-PLS.
The analysis results indicate that Trustworthiness has a positive and significant effect on Food Vlogs’ Utilitarian Value; Information Quality has a positive and significant effect on Food Vlogs’ Utilitarian Value; Trustworthiness increases Food
Vlogs’ Hedonic Value; and Information Quality has a positive and significant effect on Food Vlogs’ Hedonic Value. The latter represents the strongest effect on hedonic
value. Food Vlogs’ Utilitarian Value has a positive and significant effect on restaurant visit intention, and Food Vlogs’ Hedonic Value also has a positive and significant effect on restaurant visit intention. Future research may expand the
constructs explaining restaurant visit intention by incorporating situational factors that have not yet been analysed.
Keywords: food vlogs, Intention to Visit, Gen Z, Utilitarian Value, Hedonic Value.

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Bachelor of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	28 Sep 2026 02:26
Last Modified:	28 Sep 2026 02:26
URI:	http://repository.ipmi.ac.id/id/eprint/3007

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