Factors influencing younger generation satisfaction as the consumers of food truck in Terengganu / Nurfarzana Athirah Rohaizad and Intan Liana Ibrahim
Food truck is a transformation of street food and mostly in urban area of Malaysia. It is also becoming the worldwide business trend and increasing in Malaysia from time to time. Therefore, it can increase the income of food truck business. In this study, the main objectives are: a) to identify the...
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my-uitm-ir.993372024-08-24T14:53:00Z Factors influencing younger generation satisfaction as the consumers of food truck in Terengganu / Nurfarzana Athirah Rohaizad and Intan Liana Ibrahim 2021 Rohaizad, Nurfarzana Athirah Ibrahim, Intan Liana Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Food truck is a transformation of street food and mostly in urban area of Malaysia. It is also becoming the worldwide business trend and increasing in Malaysia from time to time. Therefore, it can increase the income of food truck business. In this study, the main objectives are: a) to identify the factors influencing customer satisfaction among younger generation as the consumers of food trucks in Terengganu, b) to examine the relationships between prices, brand identity, variety of menu, and customer satisfaction among younger generation as the consumers of food trucks in Terengganu; and c) to determine the most factor influencing customer satisfaction among younger generation as the consumers of food trucks in Terengganu. Descriptive and causal studies are used in this study, which quantitative method was conducted by using online survey through Google Form. Convenient sampling method has been chosen and 124 samples containing of younger generation who visited or purchased at the food truck in Terengganu are involved in this study. The result of this study showed that the factors that are price, brand identity, and variety of menu influencing the customer satisfaction among younger generation as the consumers of food trucks in Terengganu. Besides that, all factors such as price, brand identity, and variety of menu have positive relationship towards the customer satisfaction among younger generation as the consumers of food trucks in Terengganu. However, the most factor that influencing the younger generation as the consumers of food trucks in Terengganu is brand identity. Therefore, having a strong brand identity in terms of logo, name, design, and colour can improve customers’ trust; and attract them to visit or purchase at food trucks and they will feel more satisfy. Based on the findings, it is hoped that this study will further enhance in comparing the result by genders or comparing the result based on generation Y and generation Z. 2021 Thesis https://ir.uitm.edu.my/id/eprint/99337/ https://ir.uitm.edu.my/id/eprint/99337/1/99337.pdf text en public degree Universiti Teknologi MARA, Terengganu Faculty Of Hotel & Tourism Management Ngali, Norzaidah |
institution |
Universiti Teknologi MARA |
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UiTM Institutional Repository |
language |
English |
advisor |
Ngali, Norzaidah |
topic |
Consumer behavior Consumers' preferences Consumer research Including consumer profiling |
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Consumer behavior Consumers' preferences Consumer research Including consumer profiling Rohaizad, Nurfarzana Athirah Ibrahim, Intan Liana Factors influencing younger generation satisfaction as the consumers of food truck in Terengganu / Nurfarzana Athirah Rohaizad and Intan Liana Ibrahim |
description |
Food truck is a transformation of street food and mostly in urban area of Malaysia. It is also becoming the worldwide business trend and increasing in Malaysia from time to time. Therefore, it can increase the income of food truck business. In this study, the main objectives are: a) to identify the factors influencing customer satisfaction among younger generation as the consumers of food trucks in Terengganu, b) to examine the relationships between prices, brand identity, variety of menu, and customer satisfaction among younger generation as the consumers of food trucks in Terengganu; and c) to determine the most factor influencing customer satisfaction among younger generation as the consumers of food trucks in Terengganu. Descriptive and causal studies are used in this study, which quantitative method was conducted by using online survey through Google Form. Convenient sampling method has been chosen and 124 samples containing of younger generation who visited or purchased at the food truck in Terengganu are involved in this study. The result of this study showed that the factors that are price, brand identity, and variety of menu influencing the customer satisfaction among younger generation as the consumers of food trucks in Terengganu. Besides that, all factors such as price, brand identity, and variety of menu have positive relationship towards the customer satisfaction among younger generation as the consumers of food trucks in Terengganu. However, the most factor that influencing the younger generation as the consumers of food trucks in Terengganu is brand identity. Therefore, having a strong brand identity in terms of logo, name, design, and colour can improve customers’ trust; and attract them to visit or purchase at food trucks and they will feel more satisfy. Based on the findings, it is hoped that this study will further enhance in comparing the result by genders or comparing the result based on generation Y and generation Z. |
format |
Thesis |
qualification_level |
Bachelor degree |
author |
Rohaizad, Nurfarzana Athirah Ibrahim, Intan Liana |
author_facet |
Rohaizad, Nurfarzana Athirah Ibrahim, Intan Liana |
author_sort |
Rohaizad, Nurfarzana Athirah |
title |
Factors influencing younger generation satisfaction as the consumers of food truck in Terengganu / Nurfarzana Athirah Rohaizad and Intan Liana Ibrahim |
title_short |
Factors influencing younger generation satisfaction as the consumers of food truck in Terengganu / Nurfarzana Athirah Rohaizad and Intan Liana Ibrahim |
title_full |
Factors influencing younger generation satisfaction as the consumers of food truck in Terengganu / Nurfarzana Athirah Rohaizad and Intan Liana Ibrahim |
title_fullStr |
Factors influencing younger generation satisfaction as the consumers of food truck in Terengganu / Nurfarzana Athirah Rohaizad and Intan Liana Ibrahim |
title_full_unstemmed |
Factors influencing younger generation satisfaction as the consumers of food truck in Terengganu / Nurfarzana Athirah Rohaizad and Intan Liana Ibrahim |
title_sort |
factors influencing younger generation satisfaction as the consumers of food truck in terengganu / nurfarzana athirah rohaizad and intan liana ibrahim |
granting_institution |
Universiti Teknologi MARA, Terengganu |
granting_department |
Faculty Of Hotel & Tourism Management |
publishDate |
2021 |
url |
https://ir.uitm.edu.my/id/eprint/99337/1/99337.pdf |
_version_ |
1811768999372914688 |