Abstract
The purpose of the present study was to investigate the factors that influence the purchase intentions of Generation Y students towards the fast food industry in Nilai, Malaysia. Nowadays, purchase intentions are an important aspect of organizational long-term success in the fast food industry. In addition, purchase intentions are the critical element in competing with other competitive environments; hence, it is important for the fast food industry to pay a significant attention to this matter. The present study was conducted to identify the key determinants that impact the purchase intention of Generation Y students towards the fast food industry in Nilai, Malaysia. Employing the quantitative method in this study, a total of 313 questionnaires were distributed with the response rate of 91%. Another purpose of this study was to provide important insights to Nilai fast food restaurants in understanding the purchase intentions of customers. Therefore, the leaders and managers of Nilai local fast food restaurants can enhance customers’ experience, solve their problems, and ultimately obtain high quality business by understanding the key factors of purchase intentions in fast food industry.
Highlights
Fast food is known to be a frequent selection, convenient for customers, tasty, and have a reasonable price
The current research targeted the Generation Y students in Malaysia who were residing in the state of Nilai in order to investigate their intentions in purchasing fast food
As presented in the same table, the statistics result of Hypothesis 3 indicates that there is a negative relationship between service quality and purchase intention because the p-value for this hypothesis is higher than 0.05 (p-value = 0.009 and b-value = 0.22)
Summary
Fast food is known to be a frequent selection, convenient for customers, tasty, and have a reasonable price. Fast food is well known for its reasonable price, efficiency, and tastiness. Advertisers of fast food restaurants usually make the fast food to appear healthy, which causes the customers to be influenced. Goyal and Singh (2007) declared that fast food is the fastest emerging food category in the world. A possible explanation for this might be that fast food involves rapidly subsequently subscribing as well as minimal service subscribing for dining and takeout facilities. A food that can be serviced and prepared quickly is considered a fast food
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