A study on the relationship between restaurant atmosphere and consumer purchase behavior

The purpose of our research is to examine the relationship between restaurant atmosphere and consumer purchase behaviour. To attain the objectives of this research project, four hypotheses are developed and tested. It also explores the environment of the restaurant and the use of atmospherics by the restaurants through the reactions of the customers. From the restaurant atmosphere we conclude that there is four factors in restaurant atmosphere have relationship with consumers purchase behaviour which is cleanliness, temperature, music, and layout design. Statistical Package for Social Science (SPSS) version 24 was used in this data analysis. Data collection were through online questionnaires to the target respondents which are student retailing year 2, year 3 and year 4 in University Malaysia Kelantan (UMK) which have 341 respondent. The results of correlation coefficient reveal that all four restaurant atmosphere had a significant correlation (p