Factor affecting purchase intentions in generation Z towards hipster cafe in Kelantan

The rise in café openings in Malaysia will influence the purchasing decisions. The purpose of this research was to identify the factors affecting purchase intentions in Generation Z towards hipster cafe. Purchase intentions are vital for the food sector long-term success. A research framework was proposed with a dependent variable, which is purchase intention and the three independent variables are food quality, service quality and environment. In this research, the quantitative technique was used, and data has been collected via the distribution of online questionnaires, with 361 City Campus students from Universiti Malaysia Kelantan participating in the survey. The data has been analysed using IBM SPSS Statistics software, involving frequency, descriptive, reliability, normality analysis and Pearson correlation. All formulated hypotheses were analysed via the Spearman Correlation, which confirmed that key factors affecting in terms of food quality, service quality and environment directly influenced purchase intention towards hipster cafe in Kelantan. Thus, the findings indicate that hipster cafe should fix their independent variables to improve customers' experiences, resolve their difficulties, and ultimately obtain high-quality business by analysing purchase intentions towards hipster cafe.