Factors influencing menu selection at coffee shops in Kota Bharu, Kelantan: an investigation of external food and beverage related factors / Norzaidah Ngali … [et al.]

This study aims to determine the external food and beverage factors that influence consumers' menu item selection at contemporary coffee establishments. The questionnaires for this quantitative study were distributed via an online platform to 384 respondents, with a concentration on young adult residents of Kota Bharu, Kelantan, and coffee shop patrons. The findings indicate that menu item selection is positively influenced by food information, social environment, and physical environment. In modern coffee establishments in Kota Bharu, Kelantan, the social environment significantly influences consumers' menu item selection. it is hoped that this study will contribute a new paradigm to the area and provide food service providers, notably those in the coffee shop industry, with in-depth information about the factors that influence consumer menu item selection.