Customer Purchasing Intention towards Healthy Selection of Menus in Fast Food Restaurant

Jamaludin, Azizul and Albattat, Ahmad and Prasetyanto, Hermawan and Salehuddin, Nur Ain Syahira (2021) Customer Purchasing Intention towards Healthy Selection of Menus in Fast Food Restaurant. 4th International Scientific Conference, "Restarting tourism, travel and hospitality: The day after".

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Abstract

Purpose: Fast food has gotten one of the significant food decisions for a large amount of the resident in Malaysia. Besides, people tend to have negative view of the taste on healthy food items. The aim of conducting this research is to examine the relationship between habits in choosing food, taste, appearance and portion size, value for money, marketing and labeling and customer purchasing intention in fast food restaurant. Research Methods: Research questions and four hypotheses are formulated and tested to achieve the objective of this research project. Moreover, the observable consequence of each hypothesis is accompanied by the analysis of the findings obtained. The primary data has been collected for this study through an online questionnaire. 350 sets of questionnaires were distributed to the target respondents who are among young adults who had experience using fast food restaurant service in Shah Alam, Selangor, Malaysia. The researchers analyse the data using SPSS to generate the result of the data collection. Results and Discussion: Correlation analysis is used to explain the relationship of all variables. All variables determined by the researchers namely habits in choosing food, taste, appearance and portion size, value for money, marketing and labeling has positive relationship with customer intention to purchase healthy selection of menus in fast food restaurant. Researchers found that marketing and labelling plays a significant role as the most influential factor in determining the purchase intention towards healthy selection of menus in fast food restaurant. Ultimately, the researchers suggested that the fast food chains also may focus on marketing their healthy selection of menus by practicing good values and conduct.

Item Type:	Article
Uncontrolled Keywords:	Customer Purchasing Intention, Fast Food Restaurant, Healthy Selection of Menus
Subjects:	Food and Beverage Economy > Customer and Consumer > Customer / Consumer Interest Economy > Customer and Consumer > Customer / Consumer Decision
Divisions:	Perhotelan D-III
Depositing User:	Eka Alaina S.I.Pust
Date Deposited:	19 Feb 2025 03:02
Last Modified:	19 Feb 2025 03:02
URI:	http://repository.ampta.ac.id/id/eprint/2259

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