Acceptance of street food among university students in universiti malaysia kelantan, city campus

• Main Authors: Nur Syaheera Amran, Nur Syahira Izzati Shahidan, Nur Syamimi Mohd Hanafi, Nur Syamsina Md Sabri
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2023
• Online Access: http://discol.umk.edu.my/id/eprint/13970/1/H18.pdf; http://discol.umk.edu.my/id/eprint/13970/

The purpose of this study is to examine the acceptance of street food among university students at Universiti Malaysia Kelantan. Thus, the researcher wants to know the relationship between food price, attraction, and service quality with the acceptance of street food among university students in UMK City Campus. This study uses quantitative approaches. The questionnaire was administered to capture the necessary data. The evaluation has been completed on 370 total responses. The finding of this research showed that the whole hypothesis is accepted. Food price and quality of service got more responses and feedback. It is evidence that the two independent variables have a good association with the acceptance of street food among university students in UMK City Campus. On the other hand, the attraction exhibited a weak link with the acceptance of street food among university students in UMK City Campus. Keywords: Hawker, price, attraction, service quality, food truck