A study on the relationship between restaurant atmosphere and consumer purchase behavior

• Main Authors: Mohd Zaiz, Muhammad Abdul Alim, Mariman, Nor Fatimah Laily, Mohd Yahaya Koddri, Nor Izrinda, Mohd Jelani, Nur Izzati
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2018
• Online Access: http://discol.umk.edu.my/id/eprint/5042/1/A%20STUDY%20ON%20THE%20RELATIONSHIP%20BETWEEN%20RESTAURANT%20ATMOSPHERE%20AND%20CONSUMER%20PURCHASE%20BEHAVIOR.pdf; http://discol.umk.edu.my/id/eprint/5042/

The purpose of our research is to examine the relationship between restaurant atmosphere and consumer purchase behaviour. To attain the objectives of this research project, four hypotheses are developed and tested. It also explores the environment of the restaurant and the use of atmospherics by the restaurants through the reactions of the customers. From the restaurant atmosphere we conclude that there is four factors in restaurant atmosphere have relationship with consumers purchase behaviour which is cleanliness, temperature, music, and layout design. Statistical Package for Social Science (SPSS) version 24 was used in this data analysis. Data collection were through online questionnaires to the target respondents which are student retailing year 2, year 3 and year 4 in University Malaysia Kelantan (UMK) which have 341 respondent. The results of correlation coefficient reveal that all four restaurant atmosphere had a significant correlation (p<0.001). The strongest independent variable is cleanliness with r=0.837 and layout design with r=0.713, meanwhile for temperature is r=0.521, and lastly music r=0.583 indicating that is moderate correlation between the variable. This research can be used for the entrepreneur to make sure how they want to attract customer to at their restaurant and also to study if the customer care about the restaurant atmosphere before they purchase at the restaurant.