Asia Pacific Journal of Management and Education
Vol 9, No 1 (2026): March 2026

Factors Influencing University Students’ Consumption Behavior Towards McDonald’s: The Roles of Media Advertisement, Menu Innovation, and Brand Image

Lok, Yee Huei (Unknown)
Eu, Guo Hao (Unknown)
Ding, YuTong (Unknown)
Doann, Tan (Unknown)
Ibrahim, Farah Aqilah (Unknown)
Saxena, Reet (Unknown)
Khandelwal, Mitali (Unknown)
Kee, Daisy Mui Hung (Unknown)

Article Info

Publish Date
18 Mar 2026

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

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Journal Info
Asia Pacific Journal of Management and Education
Website

Abbrev

APJME

Publisher

AIBPM Publisher

Subject

Education Languange, Linguistic, Communication & Media Other

Description

APJME aims to feature narrative, theoretical, and empirically-based research articles relevant to management and education area. We also strive to develop a better understanding on education as well as management fields. APJME has a mission to be carried out which is to bring up the latest topic ...