Generation Z's purchase intention of fast food: Influential factors unveiled in Kluang, Johor

Abstract

Fast food industry is mushrooming in Malaysia due to the increasingly demand from consumers. Consumption of fast food has become a climate, where it is particularly popular with Generation Z. Generation Z is defined as a digitally driven demographic cohort, whose possessing a broad diversity of taste, favouritism, and behaviour. Having a clear knowledge on how Generation Z makes purchase decision can help to unveil the key determinants impacting their choices. If the influential factors can be determined, fast food marketers can devise pertinent approaches in taping the market share. This study is conducted to investigate the factors affecting generation Z's purchase intention towards fast food industries in Kluang, Johor using the survey method. Twenty variables that may trigger the Generation Z's purchase intention of fast food were sorted out by literature and interview. Questionnaire, confirmed by Cronbach's Alpha test had been distributed to 400 respondents. Descriptive statistical tests was used to analyse respondent profile. Exploratory factor analysis performed had summarized 7 core factors for the Generation Z's fast food purchase intention: service quality, food value and restaurant environment, food quality, price, promotion attractiveness, humanic clues, and health and marketing. These findings give Kluang's fast food marketers crucial insights pertaining the Generation Z's purchase intention