Factors influencing consumers purchase intention on fast food restaurant among generation Y

• Main Authors: Tey Xing Jie, Muhamad Hamyrul Jamali, Nurul Suhadah Ishak, Nurul Ain Misrin
• Format: Undergraduate Final Project Report
• Published: 2015
• Online Access: http://discol.umk.edu.my/id/eprint/6661/

The purpose of this study is to measure the relationship of the factors that influence consumer purchase intention to select fast food restaurant among generation Y.The research includes dependent variables and independent variables. The aims of independent variable are food quality, hygiene and store image. For the dependent variable is consumer purchase intention to select fast food restaurant. Furthermore, the objective of this research, research question also research hypotheses are developed and used for this research to solve the research problem. For the literature reviews include all the independent variable and dependent variable to provide better understand from the previous researcher about this research. Respondent for this research focus in generation Y in Kelantan areas. Next, for the questionnaires were distributed in 200 sets to the target respondent among generation Y. The sampling that used is convenient sampling and using Statistical Package for Social Science (SPSS) to record of data collection from respondent and followed the Pearson's Correlation rules to analyze the relationship between independent variables (food quality, hygiene and store image) and dependent variable (purchase) intention. Lastly, the limitation faced in this study will be interpreted and make recommendation from the relationship to develop the future researches in managing