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    This document presents a study investigating factors affecting purchase intention in the fast food industry. The study has four research objectives: 1) examine the relationship between brand attitude and purchase intention, 2) examine the relationship between price fairness and purchase intention, 3) examine the relationship between environmental concern and purchase intention, and 4) examine the relationship between customer service and purchase intention. The study uses the hierarchy-of-effects theory as the underpinning theory. It employs a quantitative research design using a survey distributed to 384 respondents in the Klang Valley to understand the relationship between variables.

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    This document presents a study investigating factors affecting purchase intention in the fast food industry. The study has four research objectives: 1) examine the relationship between brand attitude and purchase intention, 2) examine the relationship between price fairness and purchase intention, 3) examine the relationship between environmental concern and purchase intention, and 4) examine the relationship between customer service and purchase intention. The study uses the hierarchy-of-effects theory as the underpinning theory. It employs a quantitative research design using a survey distributed to 384 respondents in the Klang Valley to understand the relationship between variables.

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    7 views1 page

    E Poster Research

    Uploaded by

    Muhd Ariffin
    This document presents a study investigating factors affecting purchase intention in the fast food industry. The study has four research objectives: 1) examine the relationship between brand attitude and purchase intention, 2) examine the relationship between price fairness and purchase intention, 3) examine the relationship between environmental concern and purchase intention, and 4) examine the relationship between customer service and purchase intention. The study uses the hierarchy-of-effects theory as the underpinning theory. It employs a quantitative research design using a survey distributed to 384 respondents in the Klang Valley to understand the relationship between variables.

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    of 1

    FACTOR EFFECTING PURCHASE INTENTION IN

    FAST FOOD INDUSTRY


    Muhammad Ariffin Bin Tajmulla Khan (012022090670)
    Madam Shazlin Suhaiba Binti Samaan
    Faculty of Business Management and Professional Studies Management &Science University

    Introduction Research Objective Underpinning Theory


    Purchase Intention through fast food is known RO 1- To investigate the positive relationship • The hierarchy-of-effects theory is adopted in this
    to be a frequent selection, convenient for study. HOE was developed by Robert J. Lavidge
    customers, tasty, and have a fair price. In the between brand attitude and purchase intention
    current era, fast food is well known for its in fast food industry. and Gary.
    reasonable price, efficiency, and tastiness.
    Moreover, advertisers of fast food restaurants • The hierarchy-of-effects theory is a model of
    RO 2- To investigate the positive relationship
    usually make the fast food to appear healthy,
    which causes the customers to be easily how advertising influences a consumer's
    between price fairness and purchase intention
    influenced that fast food is the fastest emerging decision to purchase or not purchase a product or
    food category in the world. A possible in fast food industry.
    explanation for this might be that fast food service.
    involves rapidly subsequently subscribing as RO 3- To investigate the positive relationship
    well as minimal service subscribing for dining • The hierarchy represents the progression of
    between environmental concern and purchase
    and takeout facilities. A food that can be learning and decision-making consumer
    serviced and prepared quickly is considered a intention in fast food industry.
    fast food. The primary reason that influences experiences as a result of advertising.
    the customers to choose a quick meal over a RO 4- To investigate the positive relationship
    home-cooked meal is due to their busy
    lifestyle, especially the dual-working families between customer service and purchase
    with kids. intention in fast food industry. Research Design

    • Convenience
    Research Question Sampling
    • SPSS
    Framework RQ 1- Does brand attitude has a positive
    Population
    DV: Purchase Intention relationship with purchase intention in fast
    • Klang Valley
    IV 1: Brand Attitude food industry.
    • 8,420,000
    IV 2: Price Fairness
    • 384 respondents (Krejcie & Morgan, 1970)
    IV 3: Environmental Concern RQ 2- Does price fairness has a positive
    IV 4: Customer Service relationship with purchase intention in fast
    food industry. Unit of Analysis
    • Private University Students who are in Klang
    Brand
    Attitude Valley
    RQ 3- Does environmental concern has a
    • Understanding the relationship between
    positive relationship with purchase intention
    Price Fairness PURCHASE
    students through purchase intension in fast
    INTENTION in fast food industry. food industry

    Environmental
    Concern
    RQ 4- Does customer service has a positive
    Customer relationship with purchase intention in fast
    Service

    food industry

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