Khoo Jiun Lun and Chan Wei Keat and So Soon Kiat and Theah Wan Ying and Caroline Geetha B. Arokiadasan (2021) Factors that influence Malaysian teenagers’ fast-food purchase intention. Malaysian Journal of Business and Econmics (MJBE), 8. pp. 141-155.
![[img]](https://eprints.ums.edu.my/style/images/fileicons/text.png) |
Text
FULLTEXT.pdf Restricted to Registered users only Download (552kB) | Request a copy |
Abstract
The study aims to ascertain the factors that influence Malaysian teenagers’ fast-food purchase intention. The theory used in the study is the Theory of Planned Behavior followed by the dependent variable for this study is the intention of teenagers to buy fast food and independent variables for this study are convenience, food and service quality, brand quality, and restaurant environment to achieve study’s objectives. A website-based questionnaire study was conducted in Malaysia, and a total of 30 respondents were collected. The respondents were chosen using non-probability sampling. Statistical Package for Social Science (SPSS) v27 was used to analyse the data for this research. The evaluation of the data for this research was based on factor analysis, reliability analysis, descriptive analysis, and regression analysis. Malaysian teenagers were found to stress more on the convenience aspect in forming their attitude as well as brand quality, restaurant environment and food and service quality to form purchase intention. The three factors that are significant in determining the changes in teenagers’ purchase intentions of fast food are convenience, food and service quality and brand quality, making the restaurant environment is not a significant factor. The findings help fast-food marketing practitioners, and the government is planning for more effective social marketing strategies to promote a healthy diet among Malaysian teenagers.
| Item Type: | Article |
|---|---|
| Keyword: | teenagers, Malaysian, fast food, theory of planned behaviour, service quality, brand quality, environment |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products T Technology > TX Home economics > TX1-1110 Home economics > TX341-641 Nutrition. Foods and food supply |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | JUNAINE JASNI - |
| Date Deposited: | 25 Sep 2025 10:48 |
| Last Modified: | 25 Sep 2025 10:48 |
| URI: | https://eprints.ums.edu.my/id/eprint/45249 |
Actions (login required)
 |
View Item |