Malaysian Consumers' Acceptance of Indonesian Food Quality and Restaurant Attributes

Abstract

The popularity of Indonesian cuisine in Malaysia has resulted in the increased number of Indonesian restaurants that serve as ethnic restaurants. Due to the nearly similar-taste dishes to the local food, Indonesian foods are now becoming popular in many Malaysian diets and have been ingrained in the Malaysian food culture of dining out. Nevertheless, the differences in culture and value can have an impact on how decisions are made and businesses are run, thus making it tough for foreign companies to succeed. Therefore, the objective of this study is to better understand the Indonesian food quality and restaurant attributes towards customers’ acceptance in Malaysia. The quantitative research design was used in this study, and the information was acquired using a self-administered questionnaire from Malaysian customers aged 18 to 60 who have dined in Indonesian restaurants in the Klang Valley area. Overall, this study confirmed that the majority of the consumers moderately accepted Indonesian foods, particularly pertaining to sensory quality properties and restaurant attributes. It is suggested that the restaurant operators should concentrate on their food quality, hygiene and service quality, which are likely to gain repeat customer patronage and favourable word-of-mouth.