BEYOND THE MENU: UNRAVELLING THE FACTORS BEHIND RESTAURANT SELECTIONS

Abstract

This study investigates determinant factors in restaurant selection while dining out in Ipoh city. Through a structured questionnaire survey administered to 100 respondents, data was collected on various factors including price, ambiance, service, food quality, location and dietary preferences. Statistical analysis techniques including regression analysis and correlation analysis, were employed to identify the significant factors influencing restaurant selection and explore the relationship between these factors.  Findings revealed that price, food quality and social media influence are the most influential factors in costumers’ restaurant selection decisions.  Additionally, demographic variables such as age and income were found to significantly influenced costumers’ preferences of restaurants.  This research provides valuable insights for restaurateurs and marketers in tailoring their offerings to meet costumers’ demands effectively. The implications of these findings extend beyond the scope of this study, offering further exploration into the dynamic landscape of restaurant selection behavior.