Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Asia Pacific Journal of Management and Education
Khandelwal, Mitali
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Education Languange, Linguistic, Communication & Media Other

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Factors Influencing University Students’ Consumption Behavior Towards McDonald’s: The Roles of Media Advertisement, Menu Innovation, and Brand Image Lok, Yee Huei; Eu, Guo Hao; Ding, YuTong; Doann, Tan; Ibrahim, Farah Aqilah; Saxena, Reet; Khandelwal, Mitali; Kee, Daisy Mui Hung
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4484

Abstract

In the highly competitive fast-food industry, understanding university students’ consumption behavior is critical for McDonald’s to maintain market share. This study examines the role of media advertisement, menu innovation and brand image that is influencing university students’ consumption behavior towards McDonald’s. A quantitative research design was employed. Data were collected from 150 university students using an online survey distributed via Google Form to test the proposed hypotheses. Our findings reveal that media advertisement, menu innovation and brand image positively influence university students’ consumption behavior toward McDonald’s. Furthermore, it contributes to both theoretical and practical insights by demonstrating that improving media advertisement, menu innovation and brand image can enhance the consumer consumption behavior among university students
Co-Authors Ding, YuTong Doann, Tan Eu, Guo Hao Ibrahim, Farah Aqilah Kee, Daisy Mui Hung Lok, Yee Huei Saxena, Reet