The Consumer Preference Towards Fast Food Business in Malacca

Abstract

Fast food is no longer serve as snack that it used to consider as but had eventually become part of proper meal choice (Kara, 2014). The reason behind this scenario is simply because people are leading a very hectic lifestyle due to high living expenses and materialistic mentality that in exchange for most of their valuable time in working to gain more reward or income (Lascu,2013). Moreover, with the development of high-tech society, internet and online social media are widely spread in World. Social media has become an indispensable part of people's lives. Thus, a topic to study the consumer preference toward fast food business in Malacca is selected. The purpose is to determine the relationship between social media in term of its capability of level of influence measured with belief, attitude, intention, behavior that relevant to fast food restaurant industry. Overall, this is a very significant study and research both social media and fast food industry.