Factors determinant of interest towards Korean food among youth in Malaysia

This research focuses on factors determinant of interest towards Korean food among youth in Malaysia. Korean food is the food that originated from South Korean. Korean food seeped into every heart of many people and love for all things about Korean such as their food, fashion, beauty, drama, and some of their songs. Nowadays, there are many foreign restaurants open around Malaysia. One of the most popular foreign restaurants mushrooming in Malaysia is Korean restaurants. To be more specific, in this research to determine what are the factors determinant of interest towards Korean food among youth in Malaysia. The study examines the relationships among restaurant ambience, food price, food image and interest towards Korean food. To analyze all the data, descriptive analysis, reliability testing and Pearson correlation used to determine the link of independent variables towards determinants of interest towards Korean food among youth in Malaysia. The result indicates that there is a significant relationship between all three factors. The researcher findings on a survey conducted by 384 respondents have been randomly selected 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 youth towards Korean food in Malaysia. This research and data can be used as reference materials for industry stakeholders to design a better experience to determinants of interest towards Korean food among youth in Malaysia.