The Food Truck Phenomenon Among Millenials


  • Dian Christina Silalahi Universitas Trisakti
  • Kurniawati



Food quality, employee friendliness, food truck, millennial customer, Customer satisfaction


This study aimed to examine the impact of Employee Friendliness, Food Quality, Food and Beverage Options, and Ambience on Customer Satisfaction and the frequency of eating through Word of Mouth mediation. The distribution of questionnaires was used in this study to obtain samples as analysis material to be processed. Purposive sampling was used to select 153 millennial customer respondents for the study, which was then analyzed using the SEM (Structural Equation Modelling) method. AMOS is used in this SEM method (Moment Structure Analysis). According to the findings of this study, there is a significant positive effect of Employee Friendliness on Overall Customer Satisfaction. Overall, Customer Satisfaction influences Word of Mouth positively. Dining Frequency is significantly influenced by word of mouth. Customer Satisfaction, mediated by word of mouth, significantly affects Dining Frequency. By conducting field surveys, producers and owners of food trucks are encouraged to improve food quality, variety of food sold, taste, and atmosphere to contribute to the growth and popularity of food trucks among millennials.


Download data is not yet available.


Alfiero, S., Elba, F., Esposito, A., & Resce, G. (2017). The Impact of Environmental Factors on the Measurement of Managerial Efficiency in the Italian Waste Management Sector: Framework and Empirical Evidence. International Journal of Public Administration, 40(10).

Ali, F., & Ryu, K. (2015). Bringing them back to spend more: Student foodservice experiences to satisfy their taste buds. Young Consumers, 16(2).

Andaleeb, S. S., & Caskey, A. (2007). Satisfaction with food services: Insights from a college cafeteria. Journal of Foodservice Business Research, 10(2).

Auad, L. I., Ginani, V. C., Stedefeldt, E., Nakano, E. Y., Nunes, A. C. S., & Zandonadi, R. P. (2019). Food safety knowledge, attitudes, and practices of brazilian food truck food handlers. Nutrients, 11(8).

Boninsegni, M. F., Furrer, O., & Mattila, A. S. (2020). Dimensionality of frontline employee friendliness in service encounters. Journal of Service Management, 32(3).

Devendra, S. (2020). A Factor Analytic Investigation of Electronic Word-of-Mouth towards Fast Food Industry in Sri Lanka. Journal of Scientific Research and Reports.

Gopi, B., & Samat, N. (2020). The influence of food trucks’ service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal, 122(10).

Kattara, H. S., Weheba, D., & El-Said, O. A. (2008). The Impact of Employee Behaviour on Customers’ Service Quality Perceptions and Overall Satisfaction. Tourism and Hospitality Research, 8(4).

Kim, Y. S., Moreo, P. J., & Yeh, R. J. M. (2006). Customers’ satisfaction factors regarding university food court service. In Journal of Foodservice Business Research (Vol. 7, Issue 4).

Kotler, P., & Keller, K. L. (2018). Marketing management/Philip Kotler, Kevin Lane Keller. In Pearson Education International.

Kraus, S., Sen, S., Savitskie, K., Kumar, S. K., & Brooks, J. (2022). Attracting the millennial customer: the case of food trucks. British Food Journal, 124(13), 165–182.

Kusumowidagdo, A. (2010). 16) Pengaruh Desain atmosfer Toko terhadap Perilaku Belanja-Astrid Kusumowidagdo Yi. Journal of Marketing, 3(1).

McNeil, P., & Young, C. A. (2019). Customer satisfaction in gourmet food trucks: Exploring attributes and their relationship with customer satisfaction. Journal of Foodservice Business Research, 22(4).

Meldarianda, R., Lisan, H., Kristen, U., & Bandung, M. (2010). PENGARUH STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN PADA RESORT CAFÉ ATMOSPHERE BANDUNG. Jurnal Bisnis Dan Ekonomi (JBE), 17(2).

Pandey, N., Tripathi, A., Jain, D., & Roy, S. (2020). Does price tolerance depend upon the type of product in e-retailing? Role of customer satisfaction, trust, loyalty, and perceived value. Journal of Strategic Marketing, 28(6).

Petrescu, D. C., Vermeir, I., & Petrescu-Mag, R. M. (2020). Consumer understanding of food quality, healthiness, and environmental impact: A cross-national perspective. International Journal of Environmental Research and Public Health, 17(1).

Riscinto-Kozub, K. (2008). The effects of service recovery satisfaction on customer loyalty and future behavioral intentions: An exploratory study in the luxury hotel industry. ProQuest Dissertations and Theses.

Shafieizadeh, K., Alotaibi, S., & Tao, C. W. (Willie). (2021). How do authenticity and quality perceptions affect dining experiences and recommendations of food trucks? The moderating role of perceived risk. International Journal of Hospitality Management, 93.

Stroebele, N., & de Castro, J. M. (2004). Effect of ambience on food intake and food choice. In Nutrition (Vol. 20, Issue 9).

Valente, A. (2020). The Possible Influence of Microbiota on Food Compulsion. Open Access Journal of Biomedical Science, 2(2).

Wicaksono, I. B. A., & Kahfi, R. T. (2019). Analisis Dan Usulan Strategi Bauran Ritel Food Truck di Kota Bandung. Jurnal Akuntansi Maranatha, 11(1).


PlumX Metrics



How to Cite

Silalahi, D. C., & Kurniawati. (2023). The Food Truck Phenomenon Among Millenials. Ekonika : Jurnal Ekonomi Universitas Kadiri, 8(1), 67–86.