Factor Influencing The Customer Preference In Choosing Buffet Style Dining Option

Abstract

The purpose of this study is to identify the relationship between factors that influence customer preference in the choice of buffet style dining option. The objective of this study is to identify the relationship between the factors which are food quality, food variety, price, ambiance and customer preference in choosing buffet style dining option. The research design of this study is quantitative approach, as the researchers used questionnaires to collect the data. 384 questionnaires were distributed to the randomly selected respondents and only 360 questionnaires were answered. The results of the research data were obtained from 360 respondents through online survey method. IBM SPSS Statistics version 25 was used to analyse the data after had been collected from the respondents. Furthermore, reliability test, descriptive statistics and Pearson Correlation were used to analyse the data after data collection. The variable “food variety” scored the highest value of mean. The result also had showed a positive relationship between food quality, food variety, price and ambiance with customer preference in choosing buffet style dining option