Factors that Influence Customer Purchase Intention Towards Food Truck Product

Abstract

The food truck trend began in Malaysia in 2014, when a new food truck comer is offering restaurant menus at a lower price opened in the Klang Valley. Travellers and bloggers have coined the phrase "food porn" to describe the pleasurable sensation of eating and indulging in culinary experiences. Street food is consumed regularly by 2.5 billion people globally, making it the most common sort of public dining. Therefore, the study aimed to investigate factors influencing customer purchase intention towards food truck products. A minimum target of 384 samples has been decided to be collected in this study. With Google Forms, it is much better for collecting data because researchers could easily share the questionnaire and get respondents. This study focused on customer purchase intention towards food truck products: food price, convenience and brand personality. The result showed that some positively play a significant relationship between food price, convenience, brand personality and customer purchase intention towards food truck products.