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.
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21 July 2021
PROCEEDINGS OF 8TH INTERNATIONAL CONFERENCE ON ADVANCED MATERIALS ENGINEERING & TECHNOLOGY (ICAMET 2020)
26–27 November 2020
Langkawi, Malaysia
Research Article|
July 21 2021
Generation Z’s purchase intention of fast food: Influential factors unveiled in Kluang, Johor
Jeng Young Liew;
Jeng Young Liew
a)
1
Faculty of Agro-Based Industry, Universiti Malaysia Kelantan
, Jeli Campus, 17600, Jeli, Kelantan, Malaysia
a)Corresponding author: ljyoung@umk.edu.my
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Nurliyana Atikah Wal Razali;
Nurliyana Atikah Wal Razali
b)
1
Faculty of Agro-Based Industry, Universiti Malaysia Kelantan
, Jeli Campus, 17600, Jeli, Kelantan, Malaysia
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Kooi Huat Ng;
Kooi Huat Ng
c)
2
Department of Mathematical and Actuarial Sciences, Lee Kong Chian Faculty of Engineering and Science, Universiti Tunku Abdul Rahman
, Bandar Sungai Long, Cheras 43000 Kajang, Selangor, Malaysia
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Jia Geng Boon;
Jia Geng Boon
d)
3
Faculty of Bioengineering and Technology, Universiti Malaysia Kelantan
, Jeli Campus, Kelantan, Malaysia
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Chee Fai Sui
Chee Fai Sui
e)
4
Pharmacy Department, Hospital Tapah, Jalan Temoh
, 35000 Tapah, Perak, Malaysia
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a)Corresponding author: ljyoung@umk.edu.my
AIP Conf. Proc. 2347, 020270 (2021)
Citation
Jeng Young Liew, Nurliyana Atikah Wal Razali, Kooi Huat Ng, Jia Geng Boon, Chee Fai Sui; Generation Z’s purchase intention of fast food: Influential factors unveiled in Kluang, Johor. AIP Conf. Proc. 21 July 2021; 2347 (1): 020270. https://doi.org/10.1063/5.0051565
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