Factors Influencing Purchasing Decisions of AyamGepuk: Youth Generation in Malaysia
DOI:
https://doi.org/10.24191/ji.v21i2.11394Keywords:
Ayam Gepuk,, Youth Generation, Purchasing Decisions, Product Quality, Brand Image, Price, Malaysian YouthAbstract
The Malaysian food and beverage landscape has been significantly
transformed by the rising popularity of Ayam Gepuk, a spicy Indonesian
smashed-fried chicken dish that has become a cultural phenomenon
among youth. Despite its premium pricing compared to local staples, the
dish continues to command strong demand, creating a behavioural
paradox where price-sensitive youths frequently purchase a relatively
expensive meal. This study examines the influence of three key factors,
that is, price, brand image, and product quality, on the purchasing
decisions of Malaysian youth. The research employs a quantitative
approach using a descriptive and correlational design. Data was collected
via a structured online questionnaire distributed to youth respondents.
The data was analysed to assess the reliability of the instrument and to
test the relationships between the independent variables and the youths'
purchasing decisions. The findings indicate that the research instrument
possessed high reliability and that all three independent variables
significantly influence youth purchasing decisions. Notably, product
quality emerged as the strongest predictor, followed by price and brand
Image. These results suggest that while Malaysian youth are value-conscious, they prioritise the tangible attributes of the food, such as taste,
portion size, and hygiene, over brand recognition or the absolute lowest
price. The study concludes that to capture this demographic, food
entrepreneurs should prioritise culinary consistency and value-based
pricing strategies rather than relying solely on brand marketing.
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