THE INFLUENCE OF MENU DESCRIPTION ON CUSTOMER PURCHASE INTENTION AT SRI MOLEK RESTAURANT, HOTEL UITM DUNGUN

Abstract

Menu signifies the feature of food offers in the restaurant and each menu has its own description as it is a substantial marketing tools that may influences 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 identified the prominent factor that influence customer purchase intention. This study embraces the four variables which are, complexity of menu description, language used, nature of menu and origin of menu. The study employed descriptive research design by using questionnaires survey for data collection. The convenience sampling method is used in this study and the targeted respondents are from customers who had an experienced dine in at Sri Molek Restaurant, Hotel UiTM Dungun. The result shows the nature of menu is the prominent factor in menu description that influence the purchase intention. It indicates that the best menu description which emphasized on the nature of menu will 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 both academicians, service providers and restaurant owners.