The Influence of Food Quality, Hygiene, Price and Revisit Intention Towards Street Food in Dannok, Thailand

This study investigates the influence of food quality, hygiene, price, and revisit intention toward street foods in Dannok, Thailand. The research used convenience sampling with a sample size of 150 respondents. The research employed a structured questionnaire, consisting of demographic information, three variables (food quality, hygiene, and price), and revisit intentions through an online survey. A six-point Likert scale was used. Factor analysis and reliability tests were conducted to validate the instruments. The analysis indicated that food quality, hygiene, and price significantly influenced customers' revisit intentions. Then, the Regression Test further highlighted that food hygiene had the most significant impact, followed by food quality and price. The findings suggest that enhancing food quality, price, and hygiene can enhance customer satisfaction and increase the possibility of revisiting intention. The findings of this research provide valuable insights for street food vendors in emergent approaches to boost the street food industry's appeal and sustainability. Future research may explore different samples and incorporate additional variables that will influence revisit intention.