A Study of Consumer Behaviour on Purchase Intention towards McDonald’s in Malaysia

Chen Shi Min


McDonald's has more than 36,000 restaurants worldwide and also is the world's leading quick service restaurant chain. In the international fast-food business, McDonald's has a strong vision of providing the finest fast-service eating experience. The objective of this research is to survey determinants which affect consumer behaviour on purchase intention towards McDonald’s in Malaysia. We would like to do a survey whether service quality, pricing, product quality and location preference are determinants of affecting consumer behaviour on purchase intention toward McDonald’s. Various sources including an online survey were used to obtain the primary and secondary data for this investigation. A total of 150 loyal customers of McDonald's will participate in the online survey via Google Forms. We tested the hypothesis using SPSS software. This study indicated that service quality, pricing, product quality and location preferences are significant determinants of affecting purchase intention towards McDonald’s. This research provides new insights, and recommendations are presented. 


Keywords: Location preferences, Purchase intention, Pricing, Product Quality, Service Quality

Full Text:



Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: The mediating effect of revisit intention. Tourism Review, 74(3), 443–462. https://doi.org/10.1108/tr-02-2018-0025

Diah Y., Deasy W., & Dewi F.C. (2022). The Influence of Service Quality and Price and Location on Consumer Satisfaction at Legian Jember Restaurant. International Journal of Creative and Innovative Research in All Studies; Vol. 4, 33-35.

Hanaysha, J. (2016). Restaurant Location and Price Fairness as Key Determinants of Brand Equity: A Study on Fast Food Restaurant Industry. Business and Economic Research, 6(1), 310. https://doi.org/10.5296/ber.v6i1.9352

Huang, L., Bai, L., Zhang, X., & Gong, S. (2019). Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia. Food Quality and Preference, 73, 266–275. https://doi.org/10.1016/j.foodqual.2018.11.001

Jian, O. Z., Utama, A. G., Binti Wan Musa, W. N., Bin Hasly, W., Binti Al-Rifae, R. F., Binti Mohamad Hussa, N. S., & Andriawan, N. (2021). Effective marketing strategies of McDonald’s in Malaysia and Indonesia. International Journal of Applied Business and International Management, 6(2), 33-46. https://doi.org/10.32535/ijabim.v6i2.1167

Kee, D. M. H., Ho, S. L., Ho, Y. S., Lee, T. W., Ma, H., & Yin, Y. (2021a). Critical Success Factors in the Fast food Industry: A Case of McDonald's. International Journal of Tourism and Hospitality in Asia Pasific, 4(2), 124-143

Kee, D. M. H., Toh, A. L., Chong, J. H., Teng, Y. M., Ooi, S. J. C., Chong, R. X. J. (2021b). The Impact of Covid-19 on McDonald's Business: A Case Study of Malaysia. International Journal of Accounting & Finance in Asia Pasific, 4(2), 46-57.

Kotler, P. & Armstrong G. (2010). Principles of marketing. Pearson Prentice Hall.

Munnukka, J. (2006). Pricing method as a tool for improved price perception. Journal of Revenue and Pricing Management, 5(3), 207–220. https://doi.org/10.1057/palgrave.rpm.5160021

Munnukka, J. (2008). Customers’ purchase intentions as a reflection of price perception. Journal of Product & Brand Management, 17(3), 188–196. https://doi.org/10.1108/10610420810875106

Pandey, R., Reddy, L. S., Chaudary, V., Widyawati, V. T., Sin, L. G., Ghazali, M. K. A. B. M., Kee, D. M. H., Ibrahim, M. F. B., Fadzeil, M. Z. B. A., & Mohamed, N. A. B. (2021). Analysis the Effect of Product Quality and Price on Purchase Decision (Case Study of Adidas India, Indonesia, and Malaysia). International Journal of Accounting & Finance in Asia Pasific, 4(1), 71-85.

Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of Retailing, 69(1), 140–147. https://doi.org/10.1016/s0022-4359(05)80007-7

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1996). The behavioural consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929

Parsa, H. G. (1996). Franchisor-Franchisee Relationships in Quick-Service-Restaurant Systems. Cornell Hotel and Restaurant Administration Quarterly, 37(3), 42–49. https://doi.org/10.1177/001088049603700318

Santo, P.E. and Marques, A.M.A. (2022). Determinants of the online purchase intention: hedonic motivations, prices, information and trust, Baltic Journal of Management, Vol. 17 No. 1, pp. 56-71. https://doi.org/10.1108/BJM-04-2021-0140

Saputro, D. B. (2020). The Determinant of Intention to Purchase. International Journal of Psychosocial Rehabilitation, 24(03), 752–764. https://doi.org/10.37200/ijpr/v24i3/pr200830

Singireddy, M. (2020). Mcdonald's: Global Marketing. International Journal of Health and Economic Development, 6(2), 16-27.

Slack, N.J., Singh, G., Ali, J., Lata, R., Mudaliar, K. and Swamy, Y. (2021). "Influence of fast-food restaurant service quality and its dimensions on customer perceived value, satisfaction and behavioural intentions", British Food Journal, Vol. 123 No. 4, pp. 1324-1344.

Sudit, E. F. (1996). Managing Quality by Bundling Product and Service Characteristics. Effectiveness, Quality and Efficiency: A Management Oriented Approach, 47–56. https://doi.org/10.1007/978-94-009-1828-3_3

Thabit, T. H., & Raewf, M. B. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies, 4(4), 100–109. https://doi.org/10.23918/ijsses.v4i4p100

Tien, N. H., Dana, L. P., Santural Jose, R. J., Dat, N. V., & Duc, P. M. (2020). Analysis of McDonalds’ entry strategy into Vietnam market. International Journal of Advanced Research and Development, 5(3), 23-29.

Walia, S. B., Kumar, H., & Negi, N. (2020). Impact of brand consciousness, perceived quality of products, price sensitivity and product availability on purchase intention towards 'green' products. International Journal of Technology Management & Sustainable Development, 19(1), 107-118. https://doi.org/10.1386/tmsd_00018_1

Widiana, M. E., & Siswati, e. (2021). Quality of product, service, and delivery affect consumer perceptions in determining online store ratings. International Journal of Research in Business and Social Science, 10(5), 22-27. https://doi.org/10.20525/ijrbs.v10i5.1273

DOI: https://doi.org/10.32535/ijabim.v7i3.2068


  • There are currently no refbacks.

Copyright (c) 2022 Chen Shi Min

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by: 

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
+62 341 366222
Email: journal.ijabim@gmail.com
Website: http://ejournal.aibpmjournals.com/index.php/IJABIM

Supported by: Association of International Business & Professional Management 

If you are interested to get the journal subscription you can contact us at admin@aibpm.org.

ISSN 2614-7432 (Print)
ISSN 2621-2862 (Online)

DOI: Prefix 10.32535 by CrossREF

International Journal of Applied Business and International Management (IJABIM) INDEXED:




In Process


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.