The Psychological Effect of Uploading Food Picture on Social Media to Willingness to Dine Out

Lately, people like to capture food picture and post to social media. They share, recommend and critic the food and restaurant to other social media users. Based on exploratory research findings, this phenomenon is assumed having a relation with personality traits, self-concepts and perception of social media users. This paper aims to investigate the effect of restaurant attractiveness, personality, selfconcepts, self-control, and perception to willingness to dine out. Qualitative studies are carried out to get the indicators for designing questionnaires and afterward the questionnaires are distributed by survey. Sample size for qualitative research is 12 respondents who like to post food picture on social media and 102 social media users in Indonesia as respondents for survey. Collected data are analyzed using multivariate analysis. The finding shows that restautant attractiveness, self-concepts, and consumer perception have positive effect to consumer’s willingness to dine out after looking at the posted food picture on social media. Implication of this research can help manager of restaurant or cafe to plan marketing program based on consumer personality and other psychological concepts.