Assessing the Impact of Brand Association and Perceived Quality on Purchase Intention among Students in Malaysia’s University and College Fast Food Sector

Ch'ng, May Hsien and Fong, Jie Ying and Lim, Hui Ying and Lin, Xin Yi (2026) Assessing the Impact of Brand Association and Perceived Quality on Purchase Intention among Students in Malaysia’s University and College Fast Food Sector. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study examines how social media, perceived quality, and brand affiliation affect students' intentions to buy fast food at Malaysian universities and colleges. For marketers looking to reach the student audience, it is essential to comprehend the elements influencing purchasing decisions as consumer behaviour changes. A representative sample of Malaysian university and college students was given structured surveys as part of a quantitative research strategy. The study analyses the connections between perceived quality, purchasing intention, and brand affiliation using statistical techniques.According to preliminary research, purchase intention is highly influenced by both brand association and perceived quality, underscoring the significance of strong brand identities and superior products in building customer loyalty. For fast food companies looking to expand their market share and successfully satisfy the tastes of Malaysian university and college students, the findings offer insightful information. By providing practical suggestions for marketing tactics catered to this important group, this study adds to the body of knowledge already available on customer behaviour in the fast food sector.