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Purchase Intention Influencing Universiti Malaysia Terengganu Students
towards Fast Food Preferences
Fahmi Izzuddin Yazid
Supervisor: Dr. Noor Fadhiha Mokhtar
Zuha Rosufila Abu Hassan
Bachelor of Management (Marketing)
School of Business and Maritime Management
In recent years, the consumptions of fast food among university students in increasing
and new cultural trends. This study proposes aims to examine the fast food purchase
intention among University Malaysia Terengganu students. This study purposes to
highlight four antecedents which are factors that related preferences of fast food which
are price, location, promotion and ambience. The objective of this study to examine the
fast food purchase intention among University Malaysia Terengganu students. This study
applied quantitative study where 369 questionnaire were distributed to respondents. The
findings indicated that price, promotion and locations are the factors that influenced
students towards fast food preferences. Owing to the limited sample size, the results of
this study might lack generalizability. Further research on this issue should be conducted
in the future
1538 | UMT UNDERGRADUATE RESEARCH DAY 2018