Customer purchase intention towards Sabahan Traditional Snack Food (Bahulu) / Nuraffeira Abdul Malek

In this study, the researcher is aim to investigate the survival of Sabahan local traditional snack food (Bahulu). A conceptual model including three factors such as Family Influence, Lifestyle and Packaging were represented for measuring purchase intention. The study was based on a sample survey consisting of 323 students of Universiti Teknologi MARA, Kota Kinabalu. The study is using simple random sampling technique to analyze data. The research findings suggest that in all three factors, Family Influence and Lifestyle give high influence level towards the customers purchase intention on Sabahan traditional snack food (Bahulu). Whereas Packaging gives the low influence level towards the customers purchase intention on Sabahan traditional snack food (Bahulu). The study shows how the purchase intention of Sabahan traditional snack food (Bahulu) influence the customers and recommend best strategy for the Small Medium Enterprise (SME) entrepreneur to improve their traditional snack food product especially Bahulu.