FACTORS INFLUENCING MENU SELECTION AT COFFEE SHOPS IN KOTA BHARU, KELANTAN: AN INVESTIGATION OF EXTERNAL FOOD AND BEVERAGE RELATED FACTORS

Abstract

The process by which individuals choose the types of food they will purchase and consume is known as "menu item selection," and numerous factors can influence it. However, extensive knowledge of the factors influencing these consumers' menu-item selections and purchase decisions in a restaurant setting is required. This study aims to determine the external food and beverage factors influencing consumers' menu selection at contemporary coffee establishments. The questionnaires for this quantitative study were distributed online to 384 respondents, concentrating on young adult residents of Kota Bharu, Kelantan, and coffee shop patrons. The findings indicate that menu item selection is positively influenced by food information, social environment, and physical environment. In contemporary coffee establishments in Kota Bharu, Kelantan, the social environment significantly influences consumers' menu item selection. Based on the findings, this study will likely contribute a new paradigm to the area and provide food service providers, notably those in the coffee shop industry, with in-depth information about the factors influencing consumer menu item selection.