Fast Food Industry Investigation: The Role of Brand Attitude and Brand Loyalty on Purchase Intentions among Generation Z based on Theory of Reasoned Action

Abstract

This research explores the concepts of brand attitude and brand loyalty among generation Z to generate purchase intention in the fast food restaurant industry. Researchers use quantitative methods and surveys to obtain primary data. The data obtained were then processed using SPSS and AMOS. The total respondents collected in this research were 204 Generation Z people who consumed products at fast food restaurants. Variables used in this research include brand attitude, purchase intention, electronic word of mouth, and brand loyalty. The brand loyalty variable in this research will act as a renewal variable mediating between the electronic word of mouth and purchase intention variables. The results of this research show that electronic word of mouth positively affects the brand attitude variable but has no effect on the brand loyalty variable. The brand attitude variable has a significant impact on the brand loyalty variable and the purchase intention variable. The brand loyalty variable has a significant effect on the purchase intention variable. These findings align with the theory of reasoned action, which states that the attitude that appears in a person will affect the intention shown in him