First of all, the researchers would like to praise Allah S.W.T., the Almighty, who helped them in many ways to complete the research titled “Factor Influencing Purchase Intention of Customers towards Food Truck Products”. Despite their popularity, research has been conducted on the characteristics of food truck products that are related to a customer's purchase intent. This research investigated the relationship between traditional restaurant qualities such as food price, convenience, and brand personality and customer purchase intention for food truck products.
For analysis of all data, descriptive analysis, reliability test and Pearson correlation were used to determine the relationship between independent variables and factors affecting customers' purchase intention with food truck products. In addition, this study will uncover the most important factors that can influence customers' purchase intention with food truck products. This research and data can be used as reference material for industry stakeholders to design a better experience for factors that influence customer purchase intention with food truck products.
Kata Kunci: food truck, harga pangan, kenyamanan, kepribadian merek, niat beli konsumen terhadap produk food truck. Selain itu, penelitian ini akan mengetahui faktor-faktor kunci yang dapat mempengaruhi niat beli pelanggan terhadap produk food truck.
INTRODUCTION
Background of the Study 1-2
Significance of The Study 5
- To the Researcher 5
- To Food & Beverage Industry 5-6
Definition of Terms 6
- Food Price 6
- Convenience 6
- Brand Personality 6-7
LITERATURE REVIEW
Introduction 27
- Response Rate 27
Researchers used the Statistical Package for the Social Sciences (SPSS) to analyze the data in this study. The distribution of the questionnaire started in March 2022 and ended in April 2022, with approximately 384 questionnaire forms received from respondents. A number of surveys have been coded and will be evaluated using the SPSS statistical system (version 22).
The total number of questionnaires distributed resulted in a response rate of 100% of the 384 questionnaires distributed.
Descriptive Analysis 27
- Respondent Demographic Profile 27-28
- Income Level 30
- Occupation 31
- Independent Variable and Dependent Variable 31
- Food Price 31-32
- Reliability analysis independence variable and dependent 35-36
- Pearson Correlation Coefficient 36-41
4.27 .816 Table 4.5: Descriptive Statistics of customers' purchase intention towards food truck product Table 4.5 shows the result of the mean and analysis on the dependent variable, which is the customers' purchase intention towards food truck products. The highest mean was item 1, which had a 4.28 standard deviation and a mean of 0.878, where the respondent agreed that they would consider returning to this food truck. Therefore, the coefficients generated for these five questions about customer purchase intention toward food truck products were the most reliable of all the variables.
This analysis is to identify if a correlation exists between the independent variables (food price, convenience and brand personality) and dependent variables (customers' purchase intention towards food truck products). Ho1: There is a significant relationship between food price and customer purchase intention towards food truck product. It shows a significant statistical relationship between food price and customer purchase intention towards food truck products.
Ho2: There is a significant relationship between convenience and customers' purchase intention of a food truck product. It shows a significant statistical relationship between convenience and customer purchase intention regarding food truck products. Ho3: There is a significant relationship between brand personality and customer purchase intention of a food truck product.
The objective of the research study is to determine how food price, convenience, and brand personality influence the customer's intention to purchase food truck products. The data show a significant relationship between the independent variables of food price, convenience, and brand personality and the dependent variable of customer purchase intention toward food truck products. To determine the relationship between the price of food and the purchase intention of customers regarding the food truck product.
The result shows that there was a high positive correlation strength and a significant statistical correlation between the food price and the customers' purchase intention with food truck products. To determine the relationship between brand personality and customer purchase intention in relation to food truck products. It can be summarized as that there is a moderate positive correlation strength, significant statistical relationship between the brand's personality and customers' purchase intention with food truck products.
Hence, brand personality may be a good predictor of food truck visits and purchase intentions. This chapter discussed the purpose of the study, which is to determine the relationship between food price, convenience, and brand personality and customer purchase intention toward food truck products.
DISCUSSION AND CONCLUSION
Recapitulation of the Findings 43
Research question: To what extent does the price of food affect the purchase intention of customers regarding the Food Truck product. This indicates that the hypothesis for H1, which is the relationship between food price and customers' purchase intention regarding food truck products, answers the research question. Research Question: To what extent convenience influences customer purchase intention for a food truck product.
The second hypothesis (H2) predicted a significant relationship between convenience and customers' purchase intention toward food truck products. The Pearson correlation analysis shows that convenience and customer purchase intention with food truck products has a moderate positive with a correlation coefficient of 0.402 while p < 0.05. This shows that the hypothesis for H2, which is that there is a significant relationship between convenience and customers' purchase intention in relation to food truck products, answers the research question to what extent convenience affects customers' purchase intention with food truck products.
Research Question: To what extent does brand personality influence customers' purchase intention toward the food truck product? As the result for hypothesis 3 (H3) shows, there is a significant relationship between brand personality and customer purchase intention towards food truck products. This research breaks new ground by highlighting research suggestions on how food price, convenience, and brand personality influence customer purchase intentions toward food truck products.
Qualitative data collection approaches may be more appropriate for determining which food truck attributes appeal to customers and lead to purchase intent for food truck products. The relationship between food prices, convenience and brand personality, as well as customers' purchase intentions for food truck items, was explored in this study. In this chapter, the necessary findings on food price, convenience, brand personality and customer purchase intention towards food truck products have been concluded and discussed.
The overall relationship shown in this study is between customers' purchase intention towards food truck products. The results can be concluded that there are some significant relationships between food price, convenience, brand personality and customers' purchase intention with food truck products. Therefore, all the information provided during this research is expected to help the other next researcher to do research on customer interest in food truck products for their research.
