The purpose of this research is to examine factors influencing customer's purchase intention to dine at fast-food restaurants in Penang Malaysia. Previous literature review revealed that customer’s attitudes, subjective norms, and perceived behavioral control were found to influence customer purchase intention. This study employed a quantitative approach and a total of 386 responses were successfully collected with a return rate of 93.2%. Pearson and multiple regression analysis were used to measure the relationship between variables. Towards the analysis, it was found that customer’s attitudes and perceived behavioral control were found to influence customer purchase intention partially and it is clear that subjective norms do not affect customer purchase intention. Clearly, the results show that the findings were not in line with some of the previous studies, presumably because of the different geographical sampling recruited in this study. Hence, the findings of the study can be used to assist fast-food restaurants in Penang or other states in developing strategies, marketing plans, and to understand the dynamic of the customer’s purchase intention. It is hoped that the findings can be used as an alternative course of action in developing their short and long-term business planning.
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