Determinant attributes in the purchase decision of street food: A case study in Cheras Kuala Lumpur
List of Authors
  • Muhammad Aiman Farhan Mohd Azrol

Keyword
  • attributes, Malaysia, purchase decision, street food

Abstract
  • In Malaysia, dining out is a significant part of the culture, and the popularity of street food has expanded beyond locals to foreign tourists. Due to its popularity and low entry barrier, the Malaysian street food sector is highly competitive and mushrooming. However, food contamination, debasement, and production contamination are significant issues. Most street food vendors work in public settings, rendering them vulnerable to food contamination, especially roadside sellers exposed to illnesses and bacteria that cannot be seen. Due to their exposure, street vendors' food hygiene could be better. Food contamination is possible due to their lack of food safety practices. Thus, customers should know the health concerns of street food. Given the health dangers of street food, studying client purchasing decisions related to street vendors' food safety and hygiene is vital. This case study focuses on the determining factors that influence the purchasing decisions of street food in Cheras, Kuala Lumpur, a developed town in the Malaysian state of Selangor. The study adopts a quantitative approach where data were collected from 485 participants. The data were analysed using SPSS and SmartPLS for hypothesis testing. The study discovered that the purchase decision of street food was positively influenced by food cleanliness, food safety, surroundings, health consciousness, and hawkers' physical appearance. These findings are valuable for those already involved in the street food and hotel industries and those aspiring to enter these industries.

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