Factors that influence customer purchase intention towards food truck product

Food trucks have arisen as a new and distinct restaurant segment, with service characteristics similar to quick service restaurants and food quality characteristics similar to fine dining establishments. Despite their popularity, research has been conducted on the characteristics of food truck products that are linked to customer purchase intention. This research explored the relationship between traditional restaurant qualities such as food price, convenience, and brand personality and customer purchase intention for food truck products. According to the findings, food price, convenience, and brand personality all had a substantial positive link with customer purchase intention. To analysis of all the data, descriptive analysis, reliability testing, and Pearson correlation were used to determine the link between independent variables and factors that influence customers’ purchase intention towards food truck products. The result indicates that there is a significant relationship between all three factors. The researcher's findings on a survey conducted by 384 respondents have been randomly involved as respondents to answer the questionnaire. The results support all the variables. In addition, this study will determine the most important factors that can influence customers’ purchase intention towards food truck products. This research and data can be used as reference materials for industry stakeholders to design a better experience to factors that influence customers’ purchase intention towards food truck products.