The Influence of Youngster’s Satisfaction Towards Hipster Food in Kota Bharu, Kelantan

Abstract

Hipster food in Malaysia is a recent invention that has been adapted from diverse concepts, distinctive flavors, and culinary traditions of western nations that are currently popular among young people. The objective of this study is to identify the variables that influence young people towards hipster food in Kota Bharu, Kelantan. This study examines the factors of consumer satisfaction with, food quality, service quality and the environment of hipster food restaurants studied in this research. A quantitative research approach, using 384 questionnaires revealed through social media and SPSS software, revealed a positive relationship between young people's satisfaction with hipster food and food quality, service quality and environment of hipster food restaurants. The research design, population of interest and sample size, sampling method, data collection process, instruments for research, and data analysis were obtained. The researcher will then be able to determine the main influence of customer satisfaction, especially among young people, towards hipster food in Kota Bharu, Kelantan, using the survey data at the end of the research. Future research ideas will be presented.