<![CDATA[Bubble milk tea has emerged as a rapidly expanding beverage trend in Malaysia, as reflected by the increasing number of franchise outlets across major urban areas. Despite its popularity, little is known about the factors influencing consumer purchasing behavior. This study aims to address this gap by identifying key determinants that shape bubble milk tea consumption among consumers in Kota Kinabalu, Sabah. A quantitative approach was employed, and data were collected through an online questionnaire from 100 respondents who had previously purchased bubble milk tea. The findings indicate that brand promotion plays a significant role in influencing purchasing decisions and serves as the primary motivational factor for consumption. These results highlight the importance of strategic marketing efforts in maintaining consumer interest and competitiveness within the beverage market. It is recommended that marketers adopt creative promotional strategies and brand differentiation to sustain consumer engagement. Future research should involve larger and more diverse samples to further validate these findings and explore additional behavioral factors ]]>
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