Factors Affecting the Purchase Intention Among Undergraduate Students Towards Fast-food Restaurants in East Coast Malaysia

Abstract

Fast-food has been recognized in Malaysia because it may be particularly necessary for Malaysians, especially students and office workers to adopt western style. Due to many factors, the consumption of processed foods is increasing. This may include increasing changes in consumer tastes, preferences, changing lifestyles and others. This research project aims to examine the factors affecting the purchase intention among undergraduate students towards fast-food restaurants in East Coast Malaysia. The essential of this study is to identify the factors affecting the purchase intention among undergraduate students. This study thus empirically measures the extend, which factors namely the food quality, service quality and restaurant environment affecting purchase intention among graduate students towards fast-food restaurant. This study was constructed through a self-administered survey that selected undergraduates from public higher education institutions on the east coast of Malaysia for data collection. By using SPSS, the data analyze 384 questionnaires from our respondents, and results obtained are explained in the form of tables and charts. An inferential analysis performed by using Pearson Correlation Coefficient (r) to examine the relationship and influence that exist between the two variables that are the independent variables and dependent variables. Based on this research, the researcher acknowledged that all these factors are essential in influencing undergraduate students’ purchase intention towards fast-food restaurants. The Pearson correlation value of each variable obtained from the researcher can prove this point. A moderate positive and significant relationship between food quality and the purchase intention among undergraduate students which is the p-value was 0.615. Secondly, a moderate positive and significant relationship between service quality and purchase intention among undergraduate students, which is the p-value was 0.595. Lastly, a moderate positive and significant relationship between restaurant environment and purchase intention among undergraduate students, which is the p-value was 0.660. Through this finding, it can be determined that food quality, service quality and restaurant environment have a significant impact on the purchase intention of undergraduates.