The Factors That Influence Students’ Choice of Dining-Out

Abstract

The majority of students on campus get their sustenance from nearby food establishments. While picking a restaurant, they often take a number of aspects into account. Consequently, the purpose of this study is to investigate the elements that contribute to UiTM Dungun students' preference for dining off campus. In order to obtain data for this study, a questionnaire-based survey was done. Using convenience sampling, 205 students from UiTM Dungun were selected as responders, and all data was analysed using SPSS software. This research highlights six factors that influence dining out: price, food quality, meal variation, eating habits, ambiance, and technology or digital service. As a result, food quality was the most important factor that they considered, and the majority of participants chose to dine off campus because the food services off campus offered a greater variety of foods. Nevertheless, the most favoured meal service among students was hawkers. Restaurant operators should comprehend and be more aware of the aspects that influence students' restaurant choices and preferences in order to boost their sales and marketing efforts. Food service providers may want to consider enhancing their meal quality and expanding their menu selections.