WHAT DRIVES URBAN MUSLIM MILLENNIALS TO VIRAL CONCEPT RESTAURANTS?

Azreen Jihan Che Mohd Hashim; Nor Asiah Omar; Nur Shuhada Kamarudin; N. Alia Fahada W. Ab Rahman; Muhamad Azrin Nazri; Muhammad Majid; Popon  Srisusilawati

doi:10.33102/jfatwa.vol31no3.743

Authors

Azreen Jihan Che Mohd Hashim Faculty of Economics and Muamalat Kampus Nilai, Universiti Sains Islam Malaysia (USIM), Negeri Sembilan, Malaysia
Nor Asiah Omar Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Selangor, Malaysia
Nur Shuhada Kamarudin Faculty of Economics and Muamalat Kampus Nilai, Universiti Sains Islam Malaysia (USIM), Negeri Sembilan, Malaysia
N. Alia Fahada W. Ab Rahman Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Terengganu, Malaysia
Muhamad Azrin Nazri Faculty of Economics and Muamalat Kampus Nilai, Universiti Sains Islam Malaysia (USIM), Negeri Sembilan, Malaysia
Muhammad Majid Faculty of Business and Management, UiTM Cawangan Johor, Malaysia
Popon Srisusilawati Faculty of Sharia, Sharia Banking Study Program, Universitas Islam Bandung, Indonesia

DOI:

https://doi.org/10.33102/jfatwa.vol31no3.743

Keywords:

Concept restaurant;, millennial, , dining experience, intention, tourism and hospitality

Abstract

The purpose of this research is to examine the predictors of intention for a concept restaurant among Muslim millennials in urban areas that are energized with culinary energy. The rapid development of hype restaurants in this urban hotspot is not just coincidental; it reflects changing consumer behavior, urban millennial tastes, and Malaysia's developing food culture. Quantitatively examining intention predictors based on an extended TPB is done using PLS-SEM. The survey was conducted with 205 local travelers who are Muslim millennials living in urban areas. This paper emphasizes the structural measurement of the overall finding. The intention to visit a concept restaurant outlet in Malaysia is positively correlated with the spiritual values variables, SQ and SC.

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