Menu signifies the feature of food offers in restaurant; and each menu has its own description as it is a substantial marketing tool that may influence the customers’ purchase intention and their experiences in enjoying the food offered. The purpose of this study is to investigate the factors in menu description that may influence customers’ purchase intention. Next, it identifies the prominent factor that influences customer purchase intention. This study embraces four variables which are complexity of menu description, language used, nature of menu, and origin of menu. The study has adopted descriptive research design by using questionnaires survey for data collection. The convenience sampling method is used in this study and the targeted respondents are customers who had experienced dine in at Sri Molek Restaurant, Hotel UiTM Dungun. The result showed that the nature of menu is the prominent factor in menu description that influences the purchase intention. This indicates that the best menu description that emphasized on the nature of menu would influence customers’ purchase intention. Therefore, the owner of restaurant should give more attention to nature of menu in the menu description during the process of menu planning and development. It is hope that this study will serve as significant support to academicians, service provider, and restaurant owners.
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In-Text Citation: (Ruhizat et al., 2021)
To Cite this Article: Ruhizat, S. binti, Rahimi, S. N. binti C., Ngali, N. binti, & Rahmat, N. binti. (2021). The Influence of Menu Description on Customer Purchase Intention. International Journal of Academic Research in Business and Social Sciences, 11(13), 332–343.
