The Influence of Menu Description on Customer Purchase Intention

Abstract

Menu signifies the feature of food offers in restaurant; and each menu has its own description as it is a substantial marketing tool that may influence the customers' purchase intention and their experiences in enjoying the food offered. The purpose of this study is to investigate the factors in menu description that may influence customers' purchase intention. Next, it identifies the prominent factor that influences customer purchase intention. This study embraces four variables which are complexity of menu description, language used, nature of menu, and origin of menu. The study has adopted descriptive research design by using questionnaires survey for data collection. The convenience sampling method is used in this study and the targeted respondents are customers who had experienced dine in at Sri Molek Restaurant, Hotel UiTM Dungun. The result showed that the nature of menu is the prominent factor in menu description that influences the purchase intention. This indicates that the best menu description that emphasized on the nature of menu would influence customers' purchase intention. Therefore, the owner of restaurant should give more attention to nature of menu in the menu description during the process of menu planning and development. It is hope that this study will serve as significant support to academicians, service provider, and restaurant owners.

Shopper Decisions at Zahra Dhilla Shop Minimarket Affected by the Store Environment and Product Completeness

“…Based on the results of the coefficient of determination for all variables, an Adjusted R Square value of 0.513 is obtained which indicates that the consumer purchasing decision variable is influenced by store atmosphere and product completeness variables by 51.3% and the remaining 48.7% is influenced by other variables [10] [11].…”