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Factors that influence customer purchase intention towards food truck product

Food trucks have arisen as a new and distinct restaurant segment, with service characteristics similar to quick service restaurants and food quality characteristics similar to fine dining establishments. Despite their popularity, research has been conducted on the characteristics of food truck produ...

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Main Authors: Atirah Ab Lllah, Revathi Visvanathan, Mas Irnie Muhammad, Mohammad Ros Shazrul Rosli
Format: Undergraduate Final Project Report
Language:English
Published: 2022
Online Access:http://discol.umk.edu.my/id/eprint/11494/1/H10%20PPTA%202%20REPORT.pdf
http://discol.umk.edu.my/id/eprint/11494/
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spelling my.umk.eprints.114942023-02-26T08:27:51Z http://discol.umk.edu.my/id/eprint/11494/ Factors that influence customer purchase intention towards food truck product Atirah Ab Lllah Revathi Visvanathan Mas Irnie Muhammad Mohammad Ros Shazrul Rosli Food trucks have arisen as a new and distinct restaurant segment, with service characteristics similar to quick service restaurants and food quality characteristics similar to fine dining establishments. Despite their popularity, research has been conducted on the characteristics of food truck products that are linked to customer purchase intention. This research explored the relationship between traditional restaurant qualities such as food price, convenience, and brand personality and customer purchase intention for food truck products. According to the findings, food price, convenience, and brand personality all had a substantial positive link with customer purchase intention. To analysis of all the data, descriptive analysis, reliability testing, and Pearson correlation were used to determine the link between independent variables and factors that influence customers’ purchase intention towards food truck products. The result indicates that there is a significant relationship between all three factors. The researcher's findings on a survey conducted by 384 respondents have been randomly involved as respondents to answer the questionnaire. The results support all the variables. In addition, this study will determine the most important factors that can influence customers’ purchase intention towards food truck products. This research and data can be used as reference materials for industry stakeholders to design a better experience to factors that influence customers’ purchase intention towards food truck products. 2022-06-27 Undergraduate Final Project Report NonPeerReviewed text en http://discol.umk.edu.my/id/eprint/11494/1/H10%20PPTA%202%20REPORT.pdf Atirah Ab Lllah and Revathi Visvanathan and Mas Irnie Muhammad and Mohammad Ros Shazrul Rosli (2022) Factors that influence customer purchase intention towards food truck product. Final Year Project thesis, UNIVERSITI MALAYSIA KELANTAN. (Submitted)
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
language English
description Food trucks have arisen as a new and distinct restaurant segment, with service characteristics similar to quick service restaurants and food quality characteristics similar to fine dining establishments. Despite their popularity, research has been conducted on the characteristics of food truck products that are linked to customer purchase intention. This research explored the relationship between traditional restaurant qualities such as food price, convenience, and brand personality and customer purchase intention for food truck products. According to the findings, food price, convenience, and brand personality all had a substantial positive link with customer purchase intention. To analysis of all the data, descriptive analysis, reliability testing, and Pearson correlation were used to determine the link between independent variables and factors that influence customers’ purchase intention towards food truck products. The result indicates that there is a significant relationship between all three factors. The researcher's findings on a survey conducted by 384 respondents have been randomly involved as respondents to answer the questionnaire. The results support all the variables. In addition, this study will determine the most important factors that can influence customers’ purchase intention towards food truck products. This research and data can be used as reference materials for industry stakeholders to design a better experience to factors that influence customers’ purchase intention towards food truck products.
format Undergraduate Final Project Report
author Atirah Ab Lllah
Revathi Visvanathan
Mas Irnie Muhammad
Mohammad Ros Shazrul Rosli
spellingShingle Atirah Ab Lllah
Revathi Visvanathan
Mas Irnie Muhammad
Mohammad Ros Shazrul Rosli
Factors that influence customer purchase intention towards food truck product
author_facet Atirah Ab Lllah
Revathi Visvanathan
Mas Irnie Muhammad
Mohammad Ros Shazrul Rosli
author_sort Atirah Ab Lllah
title Factors that influence customer purchase intention towards food truck product
title_short Factors that influence customer purchase intention towards food truck product
title_full Factors that influence customer purchase intention towards food truck product
title_fullStr Factors that influence customer purchase intention towards food truck product
title_full_unstemmed Factors that influence customer purchase intention towards food truck product
title_sort factors that influence customer purchase intention towards food truck product
publishDate 2022
url http://discol.umk.edu.my/id/eprint/11494/1/H10%20PPTA%202%20REPORT.pdf
http://discol.umk.edu.my/id/eprint/11494/
_version_ 1763304369192697856
score 13.211869

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