Factors That Influence Dine In Decision Making In Melaka Hipster Hangout Cafes

Chow, Pui Teng (2019) Factors That Influence Dine In Decision Making In Melaka Hipster Hangout Cafes. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of the research is to determine the factors that influence dine in decision making in Melaka Hipster Hangout Cafes.To attain the objective of this research project,research question and nine hypothesis are developed and tested.Thus,each hypothesis is measured accordingly and result obtain are subsequently. Besides,literature reviews are included in this research project as to provide better understanding toward the influence on consumer buying decision making in Hipster Hangout Cafes.Primary data were collected through survey questionnaire for this research and 400 sets questionnaires were distributed to target respondent who live in Melaka including student,working adult,self-employed,professional and retiree.Data collected through survey questionnaire was analyzed by using Statistics Package for Social Science(SPSS) and result obtained are discussed in form of table as well as graph.The result of the analysis show that factors which are motivation, cultural, personal,Corporate Social Responsibility(CSR) have significant influence on people buying decision making in Hipster Hangout Cafes.The result of this study contributes exceptional judgment to cafes entrepreneur to give emphasis of factors that influence dine in decision making in Melaka Hipster Hangout Cafes.

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