Preferences of MSSM vs other restaurant among UiTM Pasir Gudang students

The purpose of this study was to determine how three factors-price, food quality, and environment-relate to student happiness. One of the key motivations for our study has become the inconsistent service delivery across on-campus cafeteria operators. Because of this, it can be challenging to obtain and sustain student satisfaction when dining in restaurants if the service provided does not satisfy their demands. To solve this issue and maximize client happiness, the restaurant must be aware of both the advantages and disadvantages that can impact their operations. This study focuses on investigating the factor of Universiti Teknologi MARA (UiTM) Pasir Gudang students prefer to eat at Medan Selera Sri Mersing (MSSM) compared to other restaurants. Then, their most preferred food, average eating time daily and amount of money spent are determined. A total of 65 students participated in the study at UiTM Pasir Gudang, and it used a convenience sampling method to select the participants. The findings indicate that, after the ambiance and pricing, the food’s quality has the greatest influence on students’ pleasure. The findings suggest that all of the aforementioned factors actually have a major impact on customer satisfaction, and the stated goals were met. In order to remain viable over time, the university cafeteria needs to make significant improvements to the cost, calibre, and environment of the cafeteria.