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This study explores the impact of eye movement patterns on consumer behavior, specifically in the context of cafe menu designs. It aims to investigate how visual cues on menus influence decision-making and ordering behavior, utilizing eye-tracking technology to analyze gaze patterns in real time. Using an experimental design, this research tracks participants’ eye movements as they interact with different menu layouts. The study analyzes the correlation between gaze duration and selection, providing insights into which design elements attract attention and influence purchase decisions. The study anticipates that specific visual elements, such as item placement, color, and font size, significantly impact the time spent on menu items and the likelihood of selecting those items. The results suggest that menu layout can guide customer decisions and optimize sales by structuring information in a way that aligns with natural eye movement patterns. This research contributes to the field of consumer behavior by applying eye-tracking technology to cafe menu design, a relatively underexplored area. The findings provide valuable insights for marketers and cafe owners, offering data-driven recommendations for improving menu effectiveness and enhancing customer experience.

Keywords: Eye-Tracking, Consumer Behavior, Menu Design, Decision-Making, Cafe Marketing, Visual Cues, Ordering Behavior.