Factors that influence fast food consumption behavior among hospitality students at Universiti Utara Malaysia Sintok, Kedah / Nur Syahirah Sahak & Nur Afif Nabilah Abu Bakar

Sahak, Nur Syahirah and Abu Bakar, Afif Nabilah (2018) Factors that influence fast food consumption behavior among hospitality students at Universiti Utara Malaysia Sintok, Kedah / Nur Syahirah Sahak & Nur Afif Nabilah Abu Bakar. [Student Project] (Unpublished)

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Abstract

Fast food restaurant becomes wisely adopted in developing country including Malaysia. This is because the demand for fast food is increasing among Malaysian citizen that prefer eaten away from home. Fast food is a type of food that able to be prepared in a short time period and sell to the customer at a reasonable price. Therefore, this research is
conducted to study the factors that influence fast food consumption behavior among Hospitality students at Universiti Utara Malaysia (UUM), Sintok, Kedah. Conceptually, the independent variable (trust, health awareness, availability and subjective norms) will
be affected by the dependent variables (fast food consumption behavior). By using descriptive research design for this study, the researcher would have a deeper
understanding of factors that influence university students to consume fast food at fast food restaurant in Malaysia. The survey has been conducted by distributing a
questionnaire to the sample size of the population which is the students who majoring Hospitality courses at UUM. Then, the data and information collected were analyzed by
using Software Package for Social Sciences (SPSS). The result shows that the factors of trust, availability and subjective norms can influence fast food consumption behavior. Besides, the most critical factor that influence fast food consumption behavior in this study is subjective norms.

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Item Type: Student Project
Creators:
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Sahak, Nur Syahirah
UNSPECIFIED
Abu Bakar, Afif Nabilah
UNSPECIFIED
Subjects: T Technology > TX Home economics > Nutrition. Foods and food supply
T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
T Technology > TX Home economics > Food service
T Technology > TX Home economics > Restaurants, cafeterias, tearooms, etc.
Divisions: Universiti Teknologi MARA, Terengganu > Dungun Campus > Faculty of Hotel and Tourism Management
Item ID: 25206
Uncontrolled Keywords: food cosumption ; hospitality students ; Universiti Utara Malaysia Sintok, Kedah ; Fast food ;
URI: https://ir.uitm.edu.my/id/eprint/25206

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