Exploring ChatGPT as a Consumer Decision Tool for Restaurant Selection in Indonesia
Abstract
The growing use of artificial intelligence in consumer decision-making has changed the way consumers search for, evaluate, and purchase hospitality services. In Jakarta, where dining options are diverse and highly competitive, this study examines how trust and social influence shape consumers' decisions to use ChatGPT for restaurant recommendations. Data were collected from 322 respondents who had used ChatGPT for restaurant selection and analyzed using PLS-SEM in SmartPLS. Trust has a positive and substantial effect on decision-making, indicating that users are more willing to follow ChatGPT's suggestions when they believe it is credible, dependable, and useful. Social influence also has a positive effect, indicating that peer encouragement, social approval, and the normalization of AI use increase reliance on ChatGPT. Together the two constructs explain 67.5 percent of the variance in decision-making, offering insight for restaurant operators, AI developers, and digital marketers in emerging markets.
