Articlediamond2023

Fast Food Industry Investigation: The Role of Brand Attitude and Brand Loyalty on Purchase Intentions in Generation Z based on Theory of Reasoned Action

Muhammad Taufikkur Rahman Afandi · Endy Gunanto Marsasi

15 citations0/0 files storedBASKARA Journal of Business and Entrepreneurship

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

This study explores the concepts of brand attitude and brand loyalty among generation z to generate purchase intention in the fast food restaurant industry. Researchers use quantitative methods and use surveys to obtain primary data. The data obtained were then processed using SPSS and AMOS. The total respondents collected in this study were 204 generation Z people who consumed products at fast food restaurants. Variables used in this study include brand attitude, purchase intention, electronic word of mouth, and brand loyalty. The brand loyalty variable in this study will act as a renewal variable mediating between the electronic word of mouth and purchase intention variables. The results of this study show that electronic word of mouth positively affects brand attitude variable but has no effect on brand loyalty variable. Brand attitude variable has a significant impact on brand loyalty variable and purchase intention variable. Brand loyalty variable has a significant effect on purchase intention variable. These findings align with the theory of reasoned action, which states attitude that appears in a person will affect the intention shown in him. The gap in this study is brand attitude because there are differences in previous studies.

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References

2021Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective 2019Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation 2018Consumer's response to CSR activities: Mediating role of brand image and brand attitude 2018How does greenwashing affect green branding equity and purchase intention? An empirical research 2019The relationships among community experience, community commitment, brand attitude, and purchase intention in social media 2018Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention 2020The Effects of Fast Food Restaurant Attributes on Customer Satisfaction, Revisit Intention, and Recommendation Using DINESERV Scale 2022Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty

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