Factors affecting purchase intention of fast food among generation Z in Kluang, Johor

Fast food industry is mushrooming over the years due to the high demand from consumers. Life of many people have greatly changed due to rapid urbanization, added with busy lifestyle and advancement in technology. Generation Z can be defined as people who born between 1995 - 2012, particularly for high schooner’s up to 24 years old. Consumption of fast food has become a trend and it remained popular among Generation Z. However, study on factors affecting purchase intention among generation Z towards fast food is lacking in the literature. The main aim of this study was to identify the factors affecting generation Z's purchase intention of fast food. This study used survey method. Questionnaire had been distributed to 400 respondents after its reliability had been checked using Cronbach's Alpha test. This study was carried out in Kluang, Johor and the respondent was sampled using convenience sampling method. Data has been analyses using SPSS software. Descriptive statistical tests were used to analyses socio-demographic profile. Next, exploratory factor analysis revealed seven factors which were 'service quality', 'food value and restaurant environment', 'food quality', 'price', 'promotion attractiveness', 'humanic clues' and 'health and marketing'. The three most important factors found were 'service quality', 'food value and restaurant environment' and 'food quality' with the total variance explained 40.7%. Understanding on factors affecting purchase intention can be beneficial to food marketers in order to improve their performance in producing a good and high quality of food which can satisfy customer's needs.