Factors that influence visitors’ purchase intention toward Kelantan cuisine

Kelantan has a strong food image in Malaysia. This research was undertaken to analyze some of the questions that have evolved. This study was conducted to investigate some of the problems that occur. This study identifies the relationship between food quality, price, and service quality with factors that influence visitors'' purchase intention towards Kelantan cuisine. This research aims to help small and midsize food enterprises to identify what factors influence visitors' purchase intention toward Kelantan cuisine. The main method was used was questionnaires by researchers to collect and gather all the relevant data to achieve the research objectives. In this research, data presentation quantitative has been used by researchers. The questionnaire will be administered to 384 respondents who meet with the characteristics of the respondents and the purposes of the report. All the results of this study are very encouraging and all the research questions have been answered by the respondent through these findings and results. Therefore, the researcher can conclude that there was a significant relationship between the food quality, price, and service quality of food in Kelantan with factors that influence visitors'' purchase intention towards Kelantan cuisine. Therefore, the result shown was reliable and it was accepted during this study. This study helped a lot of people to determine what they are like about food in Kelantan. So, this study also helped to identify those people who come to visit Kelantan just for looking at food because of food quality, food price, or service quality.