ABSTRACT
The purpose of this study is to determine the relationship between menu offered and price of food on the consumers’ acceptance towards food truck concept. This research is based on a quantitative approach using a self-administered questionnaire which was conducted at Food Gasm Fest in Dataran Petaling Jaya. The finding of multiple regression analysis of 290 samples shows that the predictors explain 46.1% of the variation in consumer acceptance toward the food truck. All predictors make statistically significant contributions to customer acceptance toward the food truck. In terms of importance, the menu offered (β = 0.485) makes the largest unique contribution to the model. Therefore, this study perhaps can assist the food truck operators in Malaysia to gain awareness about the importance of menu choices offered and price of food on increasing the numbers of consumer acceptance towards their food truck concept.
