The Impact of QR Code Integration on Purchase Intention and Ordering Convenience of Food and Beverage Menu in Restaurant

This research explores the integration of QR code menus in the restaurant industry and assesses their impact on customers’ purchase intentions and ordering convenience. Originally developed in 1994 for tracking automobiles, QR codes have evolved into versatile tools widely used across industries, gaining substantial popularity, particularly in Japan. The global adoption of QR code menus by restaurants, triggered by the COVID-19 pandemic, aimed to enhance safety by minimizing physical contact with traditional menus. The study places significant emphasis on purchase intention, reflecting a customer’s inclination to acquire a specific product or service. Influencing factors include brand communication, user experience, and perceived value. The cognitive process of purchase intention is intricately linked to consumer behavior, perceptions, and attitudes, shaped by variables such as price fluctuations and perceived quality.