The Muamalat Newsletter Vol. 1 2024

FEM eNewsletter | June 2024 59 SUPERVISOR Associated Professor Dr Syadiyah Abdul Shukor AUTHORS Miss Nurul Farahanim Syuhada Binti Abi Hurairoh 011-59568824 Using Theory of Planned Behavior (TPB) Attitude Attitude is also defined as a general assessment of a certain activity that reveals how much someone enjoys or dislikes doing it (Nico et al., 2021). Subjective Norms Xiao et al. (2019) found how consumers’ reasons to visit fast food outlets were due to fun, need for a change, and entertaining their friends instead of substituting the homemade food. Perceived Behavioral Control Amalia et al. (2020) stated that perceived behavioral control would strongly influence consumers’ purchase intention toward a product. LITERATURE REVIEW INTRODUCTION The halal food industry has gained significant importance and a growing market share in the global food market as it is gaining equal popularity among both Muslim and non-Muslim consumers (Syed et al., 2021). The factors guiding food choices include taste preferences, tactile qualities, cost, accessibility, the accommodation-type, and psychosocial and ecological factors (Boesveldt et al., 2018). Several studies on how often young adults eat fast-food (Vijayakumaran & Nur Amalina, 2018; Syafiqah et al., 2018) have found that more than 20% of young adults eat fast-food on a regular basis. The most likely reasons for the high level of fast-food consumption are that it is ready to eat and saves time and work in the kitchen (Ameen et al., 2018) PROBLEM STATEMENT Majority of Muslim young adults like to purchase and consume fast food. 1. In Malaysia, in order to attract younger generation, we need to know what factors can influence them to purchase halal fast food. 2. Research Design Quantitative research Data Collection Method Survey questionnaire Journal article Target Population Gen Z and Millennials Sample Size 100 respondents Sampling Technique Non-probability (Quota Sampling) Data Analysis Technique Descriptive analysis Independent T-Test METHODOLOGY To investigate the effect of attitude on intention to purchase halal fast food. 1. To identified the effect of subjective norms on intention to purchase halal fast food. 2. To examine the effect of perceived behavioral control on intention to purchase halal fast food. 3. To determine any differences in terms of intention to purchase halal fast food between Gen Z and Millennials. 4. RESEARCH OBJECTIVES CONCEPTUAL FRAMEWORK Identified factors that influence the intention to purchase halal fast food on younger generations Subjective norms is a significant factors that influence the intention to purchase halal fast food. Give contribution to halal fast food restaurant to target Gen Z and Gen Y by using marketing strategy EXPECTED RESULT What is the effect of attitude on intention to purchase halal fast food? 1. What is the effect of subjective norms on intention to purchase halal fast food? 2. What is the effect of perceived behavioral control on intention to purchase halal fast food? 3. Is there any differences in terms of intention to purchase halal fast food between Gen Z and Millennials? 4. RESEARCH QUESTIONS TITLE: FACTORS INFLUENCING MUSLIM YOUNG ADULTS INTENTION TO PURCHASE HALAL FAST FOOD