Factors Affecting Purchase Intentions in Generation Z Towards Hipster Cafe in Kelantan LOCKED

FKP
FACTOR AFFECTING PURCHASE INTENTIONS IN

GENERATION Z TOWARDS HIPSTER CAFE IN
KELANTAN
LOO QIAO LING (A19A0253)

NUR ANIS SOFIYA BINTI MOHD AZMI (A19A0527)
NURUL QURRATUL AINI BINTI MOHD ZAHAWAI (A19A0767)
SITI NUR ZAKIRAH BINTI S ISMAIL (A19B1133)
DEGREE OF ENTREPRENEURSHIP (COMMERCE) WITH HONOURS

2023
FKP
FACTOR AFFECTING PURCHASE INTENTIONS IN
GENERATION Z TOWARDS HIPSTER CAFE IN
KELANTAN
by
LOO QIAO LING (A19A0253)

NUR ANIS SOFIYA BINTI MOHD AZMI (A19A0527)
NURUL QURRATUL AINI BINTI MOHD ZAHAWAI
(A19A0767)
SITI NUR ZAKIRAH BINTI S ISMAIL (A19B1133)
A thesis submitted in fulfilment of the requirements for the degree of

Bachelor of Entrepreneurship (Commerce) with Honours
Faculty of Entrepreneurship and Business

UNIVERSITI MALAYSIA KELANTAN
2023
FKP
THESIS DECLARATION
I hereby certify that the work embodied in this thesis is the result of the original research and
has not been submitted for a higher degree to any other University or Institution.
OPEN ACCESS I agree that my thesis is to be made immediately available as

hardcopy or on-line open access (full text).
EMBARGOES I agree that my thesis is to be made available as hardcopy or

on-line (full text) for a period approved by the Post Graduate
Committee.
Dated from ______________ until _______________.
CONFIDENTIAL (Contain confidential information under the Official Secret

Act 1972)*
RESTRICTED (Contains restricted information as specified by the

organization where research was done)*
I acknowledge that Universiti Malaysia Kelantan reserves the right as follows:

1. The thesis is the property of Universiti Malaysia Kelantan.
2. The library of Universiti Malaysia Kelantan has the right to make copies for the purpose of
research only.
3. The library has the right to make copies of the thesis for academic exchange.
______________________ ____________________________
SIGNATURE SIGNATURE OF SUPERVISOR
NAME: LOO QIAO LING NAME: DR. FATIHAH BINTI MOHD
_____________________ Date: 29 JANUARY 2023

SIGNATURE
NAME: NUR ANIS SOFIYA BINTI MOHD AZMI
______________________
SIGNATURE
NAME: NURUL QURRATUL AINI BINTI MOHD ZAHAWAI
______________________
SIGNATURE
NAME: SITI NUR ZAKIRAH BINTI S ISMAIL
Date: 29 JANUARY 2023
2
FKP
ACKNOWLEDGEMENT
We would like to take this opportunity to express appreciation to everyone that helped
us throughout the process of completing the final year project. First and foremost, we would
like to express our endless gratitude to our supervisor, Dr. Fatihah Binti Mohd. Thank you for
giving us the precious opportunity to be under her guidance while providing essential assistance
throughout the process of completing our research.
Lastly, we would also like to give special thanks to our family for their continuous
support and understanding when completing this research. We could do well in this research
within the limited time frame due to their support and understanding. Along the way, we were
also grateful for God's blessing for giving us lots of positivity while doing our research.
3
FKP
TABLE OF CONTENTS
ITEMS PAGE
Title Page I
Thesis Declaration II
Acknowledgment III
Table Of Content IV
List of Tables VI
List of Figures VII
List of Symbols and Abbreviations VIII
Abstrak IX
Abstract X
CHAPTER 1: INTRODUCTION
1.1 Background of the study 1
1.2 Problem Statement 2
1.3 Research Question 4
1.4 Research Objectives 4
1.5 Scope of the Study 4
1.6 Significance of Study 4
1.7 Definition of Term 5
1.7.1 Purchase Intentions 5
1.7.2 Hipster Café 5
1.7.3 Food Quality 6
1.7.4 Service Quality 6
1.7.5 Environment 6
1.7.6 Generation Z 7
1.8 Organization of the Proposal 8
4
FKP
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction 8
2.2 Underpinning Theory 8
2.2.1 Theory of Planned Behaviour (TPB) 8
2.3 Previous Studies 9
2.3.1 Purchase Intention 9
2.3.2 Food Quality 10
2.3.3 Service Quality 10
2.3.4 Environment 11
2.3.5 Generation Z 12
2.3.6 Hipster Cafe 13
2.4 Hypotheses Statement 13
2.5 Conceptual Framework 15
2.6 Summary 15
CHAPTER 3: RESEARCH METHODS

3.1 Introduction 16
3.2 Research Design 16
3.3 Data Collection Methods 16
3.3.1 Primary Data 16
3.4 Study Population 17
3.5 Sample size 17
3.6 Sampling Techniques 18
3.7 Research Instrument Development 19
3.8 Measurement of the Variables 19
3.8.1 Source of Variables 19
3.8.2 Structure of Questionnaire Set 20
3.8.3 Distribution of Questionnaires 21
3.8.4 Pilot Test 22
5
FKP
3.9 Procedure for Data Analysis 23
3.9.1 Descriptive Analysis 23
3.9.2 Reliability Analysis 24
3.9.3 Normality Analysis 24
3.9.4 Pearson Correlation 24
3.10 Summary 25
CHAPTER 4: DATA ANALYSIS AND FINDINGS

4.1 Introduction 26
4.2 Preliminary Analysis 26
4.2.1 Pilot Test 26
4.3 Demographic Profile of Respondents 27
4.4 Descriptive Analysis 29
4.5 Validity and Reliability Test 29
4.6 Normality Test 30
4.7 Pearson Correlation 31
4.8 Hypotheses Testing 33
4.8.1 Hypothesis 1 33
4.9 Summary 34
CHAPTER 5: DISCUSSION AND CONCLUSION

5.1 Introduction 35
5.2 Key Findings 35
5.2.1 Food Quality. 35
5.2.2 Service Quality. 35
5.2.3 Environment. 36
5.3 Discussion 36
6
FKP
5.4 Implications of the Study 38
5.5 Limitations of the Study 38
5.6 Recommendations/ Suggestion for Future Research 39
5.7 Overall Conclusion of the Study 39
REFERENCES
APPENDIX A – Questionnaire
APPENDIX B – List of Café in Kota Bharu
APPENDIX C – Gantt Chart
7
FKP
LIST OF TABLES
TABLES TITLE PAGE
Table 3.1 5-Point Likert Scale 19
Table 3.2 Sources of Variables 20
Table 3.3 Structure of Questionnaire Set 20
Table 3.4 Distribution of Questionnaires 21
Table 3.5 Reliability Statistic for Pilot Test 22
Table 3.6 Range of Reliability and its Coefficient of Cronbach’s Alpha 23
Table 3.7 The Scale of Pearson’s Correlation Coefficient 24
Table 4.1 Reliability Assessment of The Research Model 27
Table 4.2 Socio-Demographic Profile of Respondents 27
Table 4.3 Descriptive Statistic of The Research Model 29
Table 4.4 Reliability Analysis of The Research Model 30
Table 4.5 Normality Test Result 31
Table 4.6 Pearson Correlation Analysis of Research Model 32
Table 4.7 Summary of Hypothesis Testing 33
8
FKP
LIST OF FIGURES
FIGURES TITLE PAGE
Figure 1.1 Online Content Sharing Platform 3
Figure 2.1 Conceptual Framework of Factors Affecting Purchase 15

Intentions Among Generation Z in Kelantan towards
Hipster Café
Figure 3.1 Determining Sample Size from Krejcie & Morgan (1970) 18
VII
FKP
LIST OF SYMBOLS AND ABBREVIATION
SYMBOLS
N Population Size
n Sample Size
% Percent
< Less Than
α Alpha
p Probability
r Correlation Coefficient
VIII
FKP
ABSTRAK
Peningkatan pembukaan kafe di Malaysia akan mempengaruhi keputusan pembelian. Tujuan
kajian ini adalah untuk mengenal pasti faktor-faktor yang mempengaruhi niat membeli
Generasi Z terhadap kafe hipster. Niat membeli adalah penting untuk kejayaan jangka panjang
sektor makanan. Rangka kerja penyelidikan dicadangkan dengan pembolehubah bersandar,
iaitu niat membeli dan tiga pembolehubah tidak bersandar ialah kualiti makanan, kualiti
perkhidmatan dan persekitaran. Dalam penyelidikan ini, teknik kuantitatif telah digunakan,
dan data telah dikumpul melalui pengedaran soal selidik dalam talian, dengan 361 pelajar
Kampus Kota dari Universiti Malaysia Kelantan mengambil bahagian dalam tinjauan. Data
telah dianalisis menggunakan perisian IBM SPSS Statistics, melibatkan kekerapan, deskriptif,
kebolehpercayaan, analisis normaliti dan korelasi Pearson. Semua hipotesis yang dirumuskan
telah dianalisis melalui Korelasi Spearman, yang mengesahkan bahawa faktor utama yang
mempengaruhi dari segi kualiti makanan, kualiti perkhidmatan dan persekitaran secara
langsung mempengaruhi niat pembelian terhadap kafe hipster di Kelantan. Oleh itu, penemuan
menunjukkan bahawa kafe hipster harus membetulkan pembolehubah bebas mereka untuk
meningkatkan pengalaman pelanggan, menyelesaikan masalah mereka, dan akhirnya
memperoleh perniagaan berkualiti tinggi dengan menganalisis niat pembelian terhadap kafe
hipster.
Kata kunci: persekitaran, kualiti makanan, Gen Z, kafe hipster, Kelantan, niat membeli,
kualiti perkhidmatan
IX
FKP
ABSTRACT
The rise in café openings in Malaysia will influence the purchasing decisions. The purpose of
this research was to identify the factors affecting purchase intentions in Generation Z towards
hipster cafe. Purchase intentions are vital for the food sector long-term success. A research
framework was proposed with a dependent variable, which is purchase intention and the three
independent variables are food quality, service quality and environment. In this research, the
quantitative technique was used, and data has been collected via the distribution of online
questionnaires, with 361 City Campus students from Universiti Malaysia Kelantan
participating in the survey. The data has been analysed using IBM SPSS Statistics software,
involving frequency, descriptive, reliability, normality analysis and Pearson correlation. All
formulated hypotheses were analysed via the Spearman Correlation, which confirmed that key
factors affecting in terms of food quality, service quality and environment directly influenced
purchase intention towards hipster cafe in Kelantan. Thus, the findings indicate that hipster
cafe should fix their independent variables to improve customers' experiences, resolve their
difficulties, and ultimately obtain high-quality business by analysing purchase intentions
towards hipster cafe.
Keywords: environment, food quality, Gen Z, hipster café, Kelantan, purchase intention,
service quality
X
FKP
CHAPTER 1
INTRODUCTION
1.1 Background of the Study
Nowadays, one of the new food cultures that have grown through modernization is the
food of hipsters. Hipsters a particular style of ironic historicizing, grooming, and specific
consumption patterns concerning food and drink (Shaw, 2018). The term hipster food describes
the cuisine produced by individuals outside the mainstream culture, combining the newest
culinary trends and fashions (Hairon et al., 2017).
A hipster café is a nontraditional cafe that serves both coffee and cuisine that deviates
from the norm (Sharee & Muhammad, 2018). Hipster cafés were formerly exclusively
frequented by adults who enjoyed coffee while engaging in activities like reading, playing
games, and other activities. Today's hipster cafés are the perfect settings for individuals to
engage in sustained deep thought and creative activity. Provide a calm environment for friends,
relatives, and other visitors apart from that. This aspect may influence people's decisions to
visit and make purchases there. This is so because the setting, cuisine, and services offered are
to their preferences. They have a full food selection to provide consumers choices, and internet
access is available so that everyone may meet, study, and engage in other activities. According
to the research firm, owners of cafes and restaurants anticipate a 31.2 percent increase in
business during the first quarter of 2022 compared to the same period in 2021, while owners
of food and beverage kiosks and stands anticipate a 1.9 percent rise in sales for the same period
of time in 2022. (Lim, 2022).
Generation Z will be the main subject of this investigation (Gen Z). Digital technology
including the internet, cellphones, computers, and digital media have been a part of Gen Z's
upbringing since they were born between 1995 and 2012. (Liew et al., 2021). According to Sun
and Xing (2022), Gen Z refers to those who were born between 1995 and 2009. Given that the
Gen Z group is anticipated to rule the consumer sector and account for 32% of the world's 7.7
billion population in 2019, (Su et al., 2019). When compared to earlier generations, Gen Z
leads a distinct lifestyle since they value contemporary, stylish, and viral items more. In
contrast to 32% of Millennials (aged 21–34) and around 21% of Baby Boomers, 41% of Gen
Z were willing to pay extra for foods they believed to be healthier, according to Nielsen's 2015
Global Health and Wellness Survey of 30,000 individuals in 60 countries (approximately age
1
FKP
50–mid-60s). According to analysts, Gen Z will make up most of the consumer market by 2020
and will contribute between 29 and 143 billion dollars to the American economy (Su et al.,
2019). This study's major objective is to ascertain the factors that affect Gen Z's choice to attend
a hipster café in Kelantan.
A study from Nadzari et al. (2021) stated that people have been engaging in the amusing
activity of going to cafes and observing the new customers' manner of life for countless years.
Self-updating has tangible evidence, particularly the results of status updates on various social
media platforms, including feature stories on Instagram. The younger generation is now more
attracted to restaurants or cafes that provide up-to-date, viral, famous food and many reviews
on social media. Restaurants, cafes, and shops in Kelantan are different or try to be different.
It may influence young people's intentions to make purchases. Appendix A, list the example of
café and location in Kota Bharu
Interior designs, decorations, floor cleanliness, and other restaurant facilities are
important for attracting customers (Liew et al., 2021). Young people adore it because of the
amazing environment, service, and food quality. Good food and service increase sales. Several
food quality aspects, including nutrition, menu diversity, and taste, affect purchase intention
(Xiao et al., 2018). Service quality included tangible aspects for effective communication,
service, and other aspects. High-quality service has apparent outcomes, but it also addresses
provider-consumer relationships, including delivery methods (Xiao et al., 2018).
1.2 Problem Statement
The rise in café openings in Malaysia will influence the purchasing decisions of both
residents and tourists. In the final three months of 2021, the business of Malaysia's cafes and
restaurants grew by 30.8% as more eateries began dining-in after seeing a downturn for the rest
of the year, according to the latest data from retail research company Retail Group Malaysia.
Retail Group Malaysia said in its March 2022 report that cafés and restaurant sales decreased
by 6.2% in the first quarter of 2021, 10.9% in the second quarter, and 0.8% in the third quarter
before rebounding by 30.8% in the fourth quarter (Lim, 2022). This will increase rivalry with
well-known companies like the fast-food industry. After all, fast food is readily available and
accessible. This is what the modern client prefers. However, a new café need excellent
advertising to attract consumers.
2
FKP
Next, social media is also an issue that needs to be resolved. Social media platforms
such as TikTok, Instagram, and Facebook pose challenges for hipster cafe owners. This is
because the emergence of technology and the internet in today's era has drastically affected the
perspective of visitors. 93.3 percent of Malaysian internet users, according to a survey
conducted by the Malaysian Communications and Multimedia Commission (MCMC) in 2020,
use social media as their main online activity. This shows that most individuals spend their
time on social media. Through social media, customers can learn about new things. If the
information known by the customer through social media is not valid, it will affect the business.
Those who need to understand the truth of the information will easily believe what they see on
social media. Internet users exchange material on social media up to 86.5%, up from 73.8% in
2018, surpassing all other channels, as shown in Table 1.2. (MCMC, 2020). As individuals
learn more about destinations through social media posts, they trust them and expect similar
experiences. In addition, the content of the information is more important, so if it goes viral
positively, positive expectations about the location may be fostered. If it spreads unfavourably,
negative expectations will be encouraged (Nadzari et al., 2021). Cafe owners must choose the
most effective way to attract customers. This study will examine how food quality, service
quality, and environment affect hipster café on purchase intentions among Universiti Malaysia
Kelantan (UMK) students.
Source: MCMC (2020, p.65)
Figure 1.1: Online Content Sharing Platforms
3
FKP
1.3 Research Questions
These are the research questions for this study:
RQ1: What is the relationship between food quality and purchase intention towards hipster café
among Gen Z in Kelantan?
RQ2: What is the relationship between service quality and purchase intention towards hipster
café among Gen Z in Kelantan?
RQ3: What is the relationship between environment and purchase intention towards hipster
café among Gen Z in Kelantan?
1.4 Research Objectives
The research objectives are:
RO1: To identify the relationship between food quality and purchase intention towards hipster
café Gen Z in Kelantan.
RO2: To analyse the relationship between service quality and purchase intention towards
hipster café Gen Z in Kelantan.
RO3: To study the relationship between environment and purchase intention towards hipster
café Gen Z in Kelantan.
1.5 Scope of the Study
This research aims to determine Gen Z's hipster café buying intentions. This study will
determine hipster café purchase intention factors. This study focuses on Gen Z in Kelantan.
Thus, Gen Z is a trend-following generation. Kelantan's hipster cafés make the city more
appealing by following trends and meeting customer needs.
1.6 Significance of Study
In this study, food quality, service quality, and environment affect Gen Z's purchase
intention of hipster cafes in Kelantan. The desire to buy fashionable items will affect the
economy and help fulfil client demand.
4
FKP
People desire something that benefits them in all areas, such as food flavour, café
environment, and price-to-quality ratio. Gen Z is more likely to snap pictures and publish them
on social media, impacting people's shopping decisions. Instagram posts educate and inform
followers about food, products, and services, particularly for those with a large following
(Khalid et al., 2018).
1.7 Definition of Term
1.7.1 Purchase Intentions
Rakib et al. (2022) define buying intention as a customer's tendency to buy. Information
collection leads to purchase intention. Purchase intention helps businesses develop lucrative
client connections. Everyone has distinct likes and interests. People sometimes buy trendy and
fashionable items. Situations might affect someone's purchase intentions. A business owner
must know what influences customers' buying decisions. Food quality, responsive staff,
affordable pricing, and bill accuracy are factors. When considering how a well-known food
quality will affect customer retention, several scholars emphasise the importance of quality and
how it positively interacts with purchase intention. Literature shows that happy consumers
obtain great service (Xiao et al., 2018).
1.7.2 Hipster Cafe
A hipster café is a one-of-a-kind eatery that specialises in coffee and serves cuisine that
is distinct from other eateries (Sharee & Muhammad, 2018). A hipster café, such as Starbucks,
focuses on providing a beautiful, comfortable, and peaceful environment for those who love it.
Hipster cafés often charge more for their food and beverages than conventional restaurants.
This is because they want to preserve the café's quality, exclusivity, and reputation.
Urban Cafe as a social semi-public venue intended for lively discussion to be used as a
boutique social working environment for the solitary creative freelancer, student, or intellectual
(Droumeva & Milena, 2017).
5
FKP
1.7.3 Food quality
Food quality refers to the quality of meals provided in cafes, it is seen as one of the
most significant tactile aspects of the eating experience for consumers and is positively
associated with customer loyalty (Zhang, Kim & Goodsir, 2018). According to Liew et al.
(2021), food quality is referring to the quality traits of food that are accepted by consumers
including the external factors like appearance, flavour and texture. The variety of the menu,
flavour, freshness, temperature, healthy alternatives, temperature, and nutritional content all
affect the quality of the food. Moreover, the quality of food was including the consistent taste
of the food and the food presentation. If the food is always prepared by following the standard
operation procedure (SOP) which has been set by the cafe, the quality of the food will remain
and maintain.
1.7.4 Service Quality
Service quality in the field of business plays an important role to meet customer
satisfaction. Even when the food is of high quality, consumers constantly seek for the greatest
service to help them feel relaxed and at ease and to encourage them to return to the café or
restaurant. Service quality can be defined as employee service to customers and service that
can be used in the cafe. Service quality reveals the consumer's or buyer's perception of a product
or service's superiority and their attitude toward that product or service. However, service
quality also reflects during relationships between supplier and consumer, which includes the
techniques and manner of providing the service to the client. Utilising a specialised instrument,
the parameters of service quality are then established on a single standard (Xiao et al., 2018).
1.7.5 Environment
Environment can be defined as the physical and intangible elements that exist either
inside or outside a restaurant. Interior designs, decorations, floor cleanliness, and other services
given by a restaurant are very important for luring customers to purchase meals (Liew et al.,
2021). From the standpoint of environmental psychology, the physical environment has been
researched as a significant factor affecting consumer perceptions and behaviour. Environment
that has a unique concept, beautiful scenery is what the customers were looking for. The calm
and comfortable environment makes customers feel relaxed to enjoy their food. AbuThahir and
6
FKP
Krishnapillai (2018) claim that cafes with inviting retail environments are more likely to draw
walk-in customers, which prompts their desire to return. Therefore, merchants are prepared to
invest a significant amount of money in enhancing their shop layout and other associated tasks.
1.7.6 Generation Z
According to Saut (2021), Gen Z is the youngest generation of the consumer range.
Members of Gen Z are those who were born between 1997 and 2012 (Pew Research Centre,
2022). Gen Z exhibits traits including more sophisticated technology, pragmatism, risk-taking,
a sense of financial responsibility, and individuality. Many members of Gen Z utilise social
media to convey their self-perceptions as being adventurous, ambitious, creative, determined,
and hilarious.
Gen Z people are innovative, multitaskers, and immediate indulgers. In terms of social life,
these teens actively converse, socialise and mix with others who have similar interests in
fashion, music, electronics, video games and cuisine. Gen Z is security-conscious, thus peers
affect their buying decisions (Liew et al., 2021).
1.8 Organization of the Proposal
This proposal covers chapters 1 to 3. Chapter 1 examined the study background,

problem statement, research question, objective, scope, significance, definition of term, and
organisation of the proposal.
Chapter 2 covers literature review, including introduction, underpinning theory,

previous studies, hypothesis statement, conceptual framework, and summary or conclusion.
Chapter 3 covers research design, data collecting methods, study population, sample
size, sampling techniques, research instrument creation, variable measurement, data analysis,
and conclusion.
7
FKP
CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
This chapter outlines previous studies that have been conducted in connection to the
research. Variables in this research are covered by a review of the literature.
2.2 Underpinning Theory
Refers to Gregor (2002), the underlying theory utilised in information systems (IS)
research to comprehend social context. The purpose of the theories is to explain "how" and
"why" things occur as they do. Aside from this, one of the most important aspects of supporting
theories is that they include both the technical and social contexts of phenomena under
research. In this research, underlying theories were used to unearth the interdependence and
interrelationships between players in an environment and to give assistance for the
interpretation of empirical evidence collected across time and in context.
2.2.1 The Theory of Planned Behavior (TPB)
TPB uses attitude, subjective standards, and concept of behavioural control to explain
intentions and behaviours (Ajzen,1991). The Theory of Planned Behaviour (TPB) states that
consumers' purchase intentions are influenced by their beliefs, social group, and control (Haris
et al., 2021). Purchase behaviour is a customer's willingness to acquire a product or service
(MBA Skool Team, 2021). Based on a consumer's intention, advertising may easily offer the
right information.
Furthermore, another idea emphasises how a person's attitude, perceived behavioural

control, and subjective norms impact his or her purpose and behaviour, which may result in the
individual starting a company (Mohd et al., 2021). In this research, behaviour will influence
hipster cafés' purchase intentions. The degree to which a person assesses the behaviour of
interest favourably or unfavourably is referred to as their attitude toward that behaviour.It is
necessary to evaluate how one's behaviour may affect the rest of the world. Purchase intention,
according to (Xiao et al., 2018), is responsible for identifying whether a product fits consumers'
expectations and wishes to further investigate their perception of products and services.
8
FKP
Customers are overjoyed when the quality of the goods and services they purchase is far better
than they had anticipated. Using research that is relevant from the past, draw a connection
between the consumer's purpose to buy and aspects of sustainable products, such as pricing,
usability, social awareness, and environmental awareness (Iyer, Davari & Paswan, 2016). The
purpose of this study is to evaluate the behaviours of customers and their future plans about
hipster cafés by using TPB.
2.3 Previous Studies
2.3.1 Purchase Intention
Purchase intentions known as plan and desire to purchase the product or service by the
customer (Padhy & Sawlikar, 2018). According to Shim et al. (2021), purchase intention refers
to a consumer's level of willingness to acquire a certain product or service, and purchases are
crucial to any business's ability to generate sales and capture market share. Hsiao and Chen
(2018) conducted research to take purchasing intent into consideration while marketing
smartwatches.
According to Xiao et al. (2018), purchase intention, particularly when customers are
delighted with the items, stimulates more competitive companies to enter the market. As a
consequence, the corporate sector has identified purchasing intention as one of the most critical
categories. Furthermore, buying behaviour is critical for long-term business performance since
it keeps customers' attention and enhances brand equity. Purchase intentions are important
since consumers' expectations are hard to evaluate and organizations usually discover them
after the product is delivered.
Shim et al. (2021) investigated the determinants of purchasing intention at Starbucks

Cafe in the context of the COVID-19 pandemic. According to this study, despite the coffee
industry's high economic output, it is highly competitive due to the lack of entry barriers and
the ease with which customers may move to a different brand's café product.
9
FKP
2.3.2 Food Quality
Xiao et al. (2018) proposes that meal quality impacts consumers' purchase
intentions. Nutrition, menu variety, and flavour impact purchasing intent. Restaurant service
includes menu design, dish size, and meal presentation.
Flavor is a key factor in restaurant choosing since it enhances the sensory and emotional
experience of dining. Since consumers care more about healthy lives, food quality has
expanded to include nutrition and food safety, since wholesome food is related to customers'
health and safety (Yi, Zhao & Joung, 2018).
High-quality food and drinks may help retain youthful customers. Young Malaysians
like fast food's spicy and sour meals. Menu quality affects a restaurant's consumer base (Boo,
2017). Sharee and Muhammad (2018) studied young individuals' satisfaction with hipster
cafés. Hipster cafés endure a competitive market to attract and maintain consumers due to rapid
market changes. Novel culinary items and services have made the food service business
competitive. In a competitive market, retailers rely on the store environment (AbuThahir et al.,
2018).
Menu diversity predicts meal quality (Rajput & Gahfoor, 2020). Flavorful food. Taste
evaluation follows. Customers might predict flavour based on price, quality, labelling, and
brand. Restaurant patrons value food quality. Presentation lightens up visitors (Carins, Rundle-
Thiele& Ong, 2020). Freshness is defined by smell, juiciness, sharpness, and colour (Rajput &
Gahfoor, 2020).
2.3.3 Service Quality
Zhang et al. (2018) studied the impact of service experience on consumer attitudes and
behaviours in the New Zealand café business. This research explores café experience qualities
and their influence on New Zealand customers' attitudes and behaviours. Creating customer
experiences is vital in the service business because it creates distinct memories for the client
and the business. The staff must aid customers, welcome them, smile, and be pleasant and kind.
Quantity, presentation, freshness, flavour, and variety of food and beverages are service
outcomes. Services may be reviewed after using the product. Consumer loyalty rises if the
location is warm and appealing, which affects perceived quality. The assessment suggests that
10
FKP
appearance, skill, and communication are most important due to professional expertise and
response. Efficiency affects customer delight. A restaurant with a cosy environment,
personalised service, and a personalised platform for service consumption is highly
advantageous (Xiao et al., 2018).
In a service factory like a fast-food restaurant, making customers loyal by offering

value-based service and food quality is a goal. Service quality is determined by the service
procedure and customer perception. The service process emphasises the store's physical,
technical, human, and procedural features, impacting the consumer's service opinion (Yang et
al., 2021).
According to Sharee & Muhammad (2018), most consumers assess restaurant service
while eating, and perceived service quality is used to measure customer happiness. Self-service
cafés and restaurants exist. Introverts will adore it since they don't need to socialise. Due to
ease, user-friendliness, and fantastic online experiences, consumers favour optional online
services (Liew et al., 2021).
Service providers provide high-quality services to be competitive. Restaurant service

affects customer pleasure. Excellent service includes price, friendliness, neatness, care, variety,
quickness, and menu consistency. Customer satisfaction depends on employee and customer
communication. Service excellence boosts word-of-mouth, customer satisfaction, corporate
image, customer recruitment, repeat business, and business performance (Rajput & Gahfoor,
2020).
2.3.4 Environment
Zhang, Kim, and Goodsir (2018) state environment, convenience, cleanliness, comfort
level, and décor are crucial to producing a memorable customer experience. Other research
found that spatial organisation, decoration, and comfortable furniture also improve service
quality and are good markers of environment. The restaurant environment influenced people's
food quality evaluations. Cosy environment, nice aroma, and gorgeous kitchenware assist
customers make great buying decisions (Yi, Zhao & Joung, 2018).
According to Xiao et al. (2018), consumers are prepared to spend more to save time
and have a more pleasant dining atmosphere. These characteristics encourage hipster cafes to
prioritise creating and providing a more pleasant atmosphere for consumers. Aside from that,
11
FKP
Ryu and Jang (2008) discovered that the cafe environment is a key antecedent of customers'
enjoyment, arousal, and behavioural intention in a high-end cafe setting.
According to Rajput and Gahfoor (2020), clients desire good dining experiences, thus
they look for a pleasant environment. The physical environment attracts new customers. PEQ
increases financial performance and customer satisfaction. Consumers judge a restaurant's
quality by its cleanliness, uniqueness, staff friendliness, physical condition, and environment-
creating characteristics. Consumer satisfaction is influenced by the physical environment.
Restaurants must be aesthetically attractive and distinctive.
Previous research factor determining customer purchasing intention for eco-friendly

products: Gen Z in Phnom Penh by Saut & Saing (2021). Increased consumer demand depletes
natural resources, harming the environment. A scoping review of food retail customer purchase
intentions and choice (Castro et al, 2018). Marketing literature reveals how public health
practitioners may support healthy food choices in retail settings.
2.3.5 Generation Z
The Pew Research Center (2022) defines Gen Z as individuals born between 1997 and
2012. Though earlier generations took up social concerns, Gen Z is more socially conscious
than prior generations.
The way that Gen Z interacts with technology, social media, and their values, as well
as how they may develop and pursue social interests, make choices about what to buy, and
meet their wants, is cognitively intriguing. Young consumers are becoming more interested in
cutting-edge consumer products, particularly the growing usage of mobile devices and online
communication. The consumption model of Gen Z offers an alternate method of satisfying
wants and is deeply ingrained in virtual reality. The propensity of Gen Z to only utilise things
or services when a clear need arises rather than purchasing them for personal use, as well as a
rising awareness of the detrimental effects of excessive consumerism on society and the
environment (Jaciow&Wolny, 2021). People from the immediate surroundings as well as
opinion leaders regarded by young consumers as authority in sustainable consumption have a
significant influence in forming pro-ecological eating habits. It has been shown that peers and
friends have the most influence on young people's development of good eating habits.
(Wierzbinski, 2021).
12
FKP
2.3.6 Hipster Cafe
Jaciow and Wolny (2021), a controversial proper figure (2018), describe the hipster cafe
as a conventional, urban independent café selling unusual, minimalist, arty, and trendy coffee
beverages.
According to Sharee and Muhammad, a hipster follows the newest trends and styles,
particularly those outside the cultural mainstream. Style, fashion, and taste were applied to
persons and objects. In Malaysia, stylish shops and restaurants have transformed previously
tranquil shop lot neighbourhoods into huge retail districts. Coffee shops are no longer only
places to eat; they're also places to socialise in person and online.
2.4 Hypotheses Statement
HI: There is a relationship between food quality and purchase intention among Gen Z
towards Hipster Café.
Perceived quality affects consumer happiness and behaviour, according to Wang et al.
(2020). Hipster cafés' innovative menu challenges tradition. Modernization has created a new
culinary culture of fusion cuisine called hipster dinner (Aboo Talib & Khalid et al., 2021).
According to Hairon et al. (2017), this identity draws customers. Food quality worries
consumers. Health-conscious consumers choose fresh ingredients over chemical additives in
food preparation and freshness preservation (Sharee & Muhammad 2018). Customers admire
quality menus that attract them to come or return (Min et al., 2022).
Aboo Talib and Khalid et al. (2021) established a hipster café capacity framework.
Menu presentation, dignity, style, and interior design are crucial to attracting consumers and
increasing financing. According to Sharee and Muhammad (2018), food freshness and
presentation are key to consumer happiness.
H1: Food quality has significant relationship on purchase intention among Gen Z towards
Hipster Café.
H2: There is a relationship between service quality and purchase intention among Gen Z
The market is evolving quickly, and now is the time for a global service firm that
emphasises range, depth, and quality (Chien & Chi, 2019). Service quality affects consumer
13
FKP
profits, satisfaction, loyalty, and buy intentions (Miranda et al., 2018). Functionality, pleasure,
security, assurance, design, ease, and personalisation were incorporated. Service quality
favourably affects purchasing intentions, according to the research (Xiao et al., 2018).
Other researchers have stressed the necessity of connecting these traits to millennial
adults (Boo, 2017). According to Shaare and Muhammad (2018), most customers assess
restaurant quality while dining, with perceived service quality indicating customer pleasure.
Valaei and Baroto (2017) found that customer satisfaction affects customer loyalty. Service
quality may impact consumer purchase intentions (Xiao et al., 2018).
H2: Service quality has significant relationship on purchase intention among Gen Z towards
Hipster Café.
H3: There is a relationship between environment and purchase intention among Gen Z
Boo (2017) acknowledges that the restaurant environment influences consumer
happiness. Consumers choose restaurants based on environmental factors. This study
investigates restaurant cleanliness and smell. According to Xiao et al. (2018), a restaurant's
environment may alter how customers evaluate its quality. Service, tangibles, reliability,
responsiveness, certainty, and empathy. environment is a room's perceived environment.
Layout impacts mood and perception. The aesthetics, interior design, and staff form the
hipster cafe's feel (Min et al., 2022). Customer retention is affected by cleanliness, comfort,
and appearance. Color, fragrance, music, and lighting may boost the environment, according
to Min et al. The environment impacts the customer's emotions. Restaurants must understand
customer values to improve eating experiences (Sharee & Muhammad, 2018).
H3: Environment has significant relationship on purchase intention among Gen Z towards
Hipster Café.
14
FKP
2.5 Conceptual Framework
Research Model
Figure 2.1: Conceptual Framework of Factors Affecting Purchase Intentions among Gen Z in
Kelantan towards Hipster Café
2.6 Summary
Finally, this chapter examines the research's dependent and independent variables,
underpinning theory, and empirical studies. It assists the researcher in understanding how food
quality, service quality, and the environment influence Gen Z purchase intentions. The
literature review clarifies the research conceptual and hypothesis.
15
FKP
CHAPTER 3
RESEARCH METHODS
3.1 Introduction
This chapter describes research methodology. Research design, population and

sampling, instruments, reliability and validity, data collection and procedure, and data analysis
will be covered. UMK undergraduates will take online questionnaires. The survey gathered
preliminary data and tested the equipment. This chapter discusses questionnaire construction.
3.2 Research Design
A quantitative research approach will be selected in this study. The study will collect
information about factors affecting purchase intentions in Gen Z towards hipster cafe among
UMK students to reach the objectives of the research. This study will utilise the questionnaire
to collect the data that allows the study to obtain accurate and reliable information.
3.3 Data Collection Methods
3.3.1 Primary Data
This study will gather primary data utilising Google form surveys. The surveys will be
sent via WhatsApp and Telegram to UMK students from City Campus. 361 questionnaires
were sent to them to gauge participation. 361 males and females between 10 and 25 years old
who attended hipster cafés in Kelantan will study. Sections A, B, and C make up the
questionnaire's layout. Section A uses nominal scale questions for age, gender, ethnicity,
income levels, and year of education. Sections B and C are then linked between independent
and dependent variables to provide variable measurement. The interval scale measures queries
from 0 to a defined maximum. Close-ended questions will get accurate results. Participants will
assure participation is voluntary and results are confidential. The research examines Gen Z's
hipster café purchase intentions. This research's respondents are Gen Z UMK students from
City Campus who frequent hipster café in Kelantan.
16
FKP
3.4 Study Population
Population may be described as all individuals or objects that one seeks to analyse,
while sampling is the act of choosing a subset of the population for study (Rahi, 2017). In this
research, the main population is undergraduate university students of UMK. According to the
official website of UMK, the total number of undergraduate university students in Kelantan is
11, 413. Therefore, the target population in this study is students from City Campus which is
6,174. The number of respondents are from the Faculty of Entrepreneurship & Business (FKP)
which is 3,451, and the Faculty of Hospitality, Tourism and Wellness (FHPK) which is 2,723
(List of Enrolment Undergraduates, 2022).
3.5 Sample Size
Sample size represents the number of individuals or participants from whom the
research will gather data (Mwita, 2022). Table n shows the sample size. Population size affects
sample size. Table 3.5 shown by Krejcie and Morgan (1970) table will be used to calculate
sample size. This survey will include 6,174 City Campus undergraduates. This survey sampled
361 UMK City Campus students.
17
FKP
Figure 3.1: Determining sample size from Krejcie & Morgan (1970) (Bukhari,2021)
3.6 Sampling Techniques
This research will employ a quota sampling sample where the strata (groups) being
studied within males and females (City campus students) are proportional to the population in
this participation. Non-Probability sampling will be utilised to poll UMK students online.
According to Rahi (2017), quota sampling is a way to divide the population into groups and set
a certain number of sample elements from each group. Quota sampling is faster and simpler
since no sample frame is needed.
18
FKP
First, City campus undergraduates will divide into different groups of gender within
age groups and income levels among the population of students. Desired number from each
group will be selected from each segment.
3.7 Research Instrument Development
In this research, an online questionnaire will use Google Form and will be used as the
survey format. A collection of questions will be provided to respondents to obtain the necessary
information or data. The participation of the respondents are fully based on their own voluntary
consent and their information is kept confidential. It will be delivered to UMK students through
WhatsApp and Telegram. The form of the cover page of this questionnaire gave a short
introduction as well as the goal of the current investigation. There are 3 sections below:
● Section A: Demographic Profile

● Section B: Purchase Intention Among Gen Z
● Section C: Key Factors that Affect the Purchase Intentions
A number of data analyses were performed using the computer software, Statistical Package
for Social Sciences (SPSS). Among the tests conducted were principal component descriptive
analysis, reliability test, Pearson correlation analysis.
3.8 Measurement of the Variables
Section B and Section C are measured in the form of 5-Point Likert scale.
Table 3.1: 5-Point Likert Scale
Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5
19
FKP
3.8.1 Source of Variables
Based on this study, the questionnaires of purchase intentions were adapted from
different sources and researchers. The sources of the variables are shown in the table below.
Table 3.2: Sources of Variables
Variables Sources
Purchase Gundala et al., (2022), Zhang, Kim and Goodsir (2018), Shim et al.
Intention (2021)
Food Quality Liew et al., (2021), Zhang et al., (2018)
Service Quality Liew et al., (2021), Zhang et al., (2018)
Environment AbuThahir and Krishnapillai (2018), Zhang et al., (2018)
3.8.2 Structure of Questionnaire Set
The questionnaires were divided into 5 sections representing each study variable in this
research, excluding Section A for the demographic profile. Section B comprises four questions
related to the dependent variable: purchase intention. On the other hand, Section C also has
four questions, each related to independent variables such as food quality, service quality and
environment, respectively.
Table 3.3: Structure of Questionnaire Set
Sections Variables Items Sources

A Demographic 7 Gender, race, age, income level, frequency of visit
Profile (Xiao et al., (2018))
B Purchase 4 Best choice (Gundala et al., (2022))
Intention Willingness (Shim et al., (2021))
Hygiene, sense of joy (Liew et al., (2021))
C Food Quality 4 Variety of food, taste, temperature
(Liew et al., (2021))
Nutrition of food (Gundala et al., (2022))
Freshness and variety of food (Zhang, Kim and
Goodsir (2018))
20
FKP
Service Quality 4 Delivery service, good packaging (Liew et al.,
(2021))
Friendly staff (Zhang, Kim and Goodsir (2018))
IT service (Lee, Moon and Song (2018))
Environment 4 Cleanliness, decoration and artifacts, relaxed feeling
(AbuThahir and Krishnapillai (2018))
Interior decoration (Zhang, Kim and Goodsir
(2018))
3.8.3 Distribution of Questionnaires
The questionnaires will be created using Google Form tools, and the online
questionnaire will be distributed via WhatsApp and Telegram. The table below shows the
distribution of the questionnaires.
Table 3.4: Distribution of Questionnaires
Sections Variables/Questions Items
A Demographic:
1. Gender (male, female) D1

2. Age (20-21 years old ,22-23 years old, 24-25 years old, 26-27 years D2
old)
3. Faculty (Faculty of Entrepreneurship & Business (FKP), Faculty of D3
Hospitality, Tourism and Wellness (FHPK)) D4
4. Year of Study (1,2,3,4)
5. Income Level (Below 1000, RM1001 to RM3000, RM3001 to D5
RM5000, Above RM 5000)
6. Frequency of Visit (Occasionally, Few times a week, Several times D6
per month, Several times of year)
Understanding the Purchase Intention Among Gen Z (UMK Students)

B Purchase Intention:
1. Hipster café is the best choice for me to choose. B1

2. Hipster cafe maintains the staff's personal hygiene in preparing food.
3. Hipster cafe deserves me to pay for its food. B2
4. Hipster cafe provide me a sense of joy while eating. B3
B4
21
FKP
Key Factors that Affect the Purchase Intentions
C Food Quality:
1. Hipster café provides a variety of food options on the menu. FQ1

2. Hipster café provides nutritious food. FQ2
3. Hipster café has fresh food and delicious taste. FQ3
4. Hipster cafes food serve at the appropriate temperature. FQ4
Service Quality:
1. I prefer to eat at hipster cafe due to their delivery service. SQ1

2. I prefer to eat at hipster cafe because the staff are friendly and
courteous. SQ2
3. I prefer to eat at hipster cafe because it has a good presentation in
terms of packaging and services. SQ3
4. I prefer to eat at hipster cafe because it provides high-quality wireless
IT service. SQ4
Environment:
1. The environment of Hipster Café gave me a relaxed feeling. E1

2. The interior decoration and design of Hipster Cafe encourage me to stay
longer. E2
3. The cleanliness of Hipster Café fulfils my satisfaction level. E3
4. The decoration and artifacts encourage me to recognize the café as high-
class. E4
3.8.4 Pilot Test
A pilot study evaluates methods for a larger, more comprehensive reliability and
validity test (Lowe, 2019). In essence, a pilot study is conducted to prevent a costly study from
making a deadly error by preventing researchers from starting a large-scale investigation before
they have a sufficient knowledge of the proposed processes (Polit and Beck, 2020).
A pilot test for pre-testing will be undertaken among 30 undergraduate City Campus
students at UMK prior to the distribution of the questionnaire (Brewer & Sebby, 2021).
22
FKP
Table 3.5: Reliability Statistics for Pilot Test.
Constructs Items Cronbach's Alpha (α)

Purchase Intention 4 0.765
Food Quality 4 0.818
Service Quality 4 0.855
Environment 4 0.937
3.9 Procedure for Data Analysis
Data analysis comprises analysing, cleaning, manipulating, and modelling data to make
decisions. IBM SPSS will analyse Likert-type data. Academics utilise IBM's SPSS statistics
programme (Ong & Puteh, 2017). The IBM SPSS Statistics Software will be used to execute
the descriptive, reliability, normality and Pearson correlation analysis in this study.
3.9.1 Descriptive Analysis
There are three main types of descriptive statistics: frequency measurements, central
tendency measurements, and dispersion or variation measurements offer concise summaries of
the sample and the measurements. Typically, a frequency measure is used to categorical data,
whereas other measures are utilised for quantitative data (Mishra et al., 2019).
Therefore, descriptive analysis is utilised to examine the demographic profile of

respondents on the factors of purchasing intention, food quality, service quality, and
environment in relation towards hipster café.
3.9.2 Reliability Analysis
Hajjar (2018) claims reliability is a key test quality metric. In quantitative research,
dependability frequently refers to a measure's consistency despite being repeated and its
stability at all times. The measurement processes' reliability measures stability or consistency.
Cronbach's alpha is used to determine the instruments' dependability index. The range of the
reliability index is between zero (α=0) to one (α=1). A high alpha value indicates more
23
FKP
reliability. Index alpha of 0.7 or above is favorable for instruments with 10 or more components
(Chan and Idris, 2017).
Table 3.6: Range of Reliability and its Coefficient of Cronbach’s Alpha
No Coefficient of Cronbach’s Alpha Reliability Level

1 More than 0.90 Excellent
2 0.80-0.89 Good
3 0.70-0.79 Acceptable
4 0.6-0.69 Questionable
5 0.5-0.59 Poor
6 Less than 0.59 Unacceptable
3.9.3 Normality Analysis
Correlation, regression, t-tests, and analysis of variance entail normality. The mean
value reports continuous data with a normal distribution. This mean value also compares the
groups and determines the significance level (P value) (Mishra et al., 2019).
Many statistical tests need data normality analysis because parametric testing requires
normal data. The Shapiro-Wilk test and Kolmogorov-Smirnov test are the most used techniques
for assessing data normality (Bland, 2015).
3.9.4 Pearson Correlation
A Pearson correlation matrix shows the direction, strength, and significance of bivariate
connections among interval or ratio-measured variables. Correlation is found by comparing
how two variables change. Xu and Deng (2017) indicate the Pearson Association Coefficient
describes the linear correlation between normal distribution features.
A correlation test produces from -1 to 1 correlation coefficient. A correlation value of

+1 indicates two variables are exactly associated in a positive [linear] way, a correlation
coefficient of -1 shows two variables are perfectly related in a negative [linear] manner, and a
correlation coefficient of 0 indicates no linear connection (Gogtey and Thatte, 2017).
24
FKP
Table 3.7: The Scale of Pearson’s Correlation Coefficient
Scale of Correlation Coefficient Value
0 < r ≤ 0.19 Very Low Correlation
0.2 < r ≤ 0.39 Low Correlation
0.4 < r ≤ 0.59 Moderate Correlation
0.6 < r ≤ 0.79 High Correlation
0.8 < r ≤ 1.0 Very High Correlation
3.10 Summary
This chapter discusses information-gathering methods. Framework, hypothesis, design,

population, sample, instruments, reliability and validity, data collection and process, and
analysis are discussed.
25
FKP
CHAPTER 4
DATA ANALYSIS AND FINDINGS
4.1 Introduction
This chapter's objective is to provide and explain a statistical method's findings. In this
chapter, data obtained from 361 respondents who responded to an online survey are statistically
evaluated using the SPSS software. The main outcomes and conclusions of this study are
explained in this section. To determine the connection between independent and dependent
variables on purchase intention of hipster café among UMK students in City Campus, the data
was examined using three types of analysis: descriptive analysis, reliability test, normality test,
and Pearson Correlation.
4.2 Preliminary Analysis

The purposes of preliminary data analysis are to define the main characteristics of the
data, syn the size of the findings, and revise the data in preparation for further analysis
(Blischke, 2011). The pilot test will aid the research in discovering whether there are errors,
restrictions, or other problems in the interview design to make the necessary changes before
the study is implemented (Turner, 2022).
4.2.1 Pilot Test

The pilot test in this study is used to clarify the instruction, questions, and scale items.
The survey was pilot tested with Gen Z students, who act as respondents in this research. The
questionnaire was distributed to 30 respondents in Kelantan (Brewer & Sebby, 2021). Hence,
the result of the pilot test will be stated in Table 4.1.
Table 4.1 shows the findings of the pilot test based on the score of Cronbach's Alpha
(α). According to the result, the reliability level of purchase intention achieved 0.765 indicated
that the dependent variable recorded acceptable results in the range of 0.7.- 0.79. Meanwhile,
the food quality and service quality achieved 0.818 and 0.855 respectively indicated that the
independent variables recorded good results in the range of 0.80.- 0.89. Lastly, the reliability
level in the last independent variable which is the environment had achieved an excellent result
of 0.937 in the range of above 0.90. Consequently, the sample size in the survey is reliable to
normally distributed and justified for the factor analysis.
26
FKP
Table 4.1: Reliability Assessment of The Research Model
Environment 4 0.937
4.3 Demographic Profile of Respondents

This section presents the respondent’s background information and is evaluated. In this
study, there are fewer male respondents than female respondents. All respondents are
representatives of Generation Z, with ages ranging from 20 to 27. Gender, age, faculty, year of
study, income level, and frequency of visits to hipster cafes include the demographic
characteristics examined in this research. The pilot test of 30 samples revealed that the pilot
results met all pre-test criteria. Following that, within one month, this research obtained 361
responses in a large-scale survey, of which 359 were technically utilised by the study. However,
2 respondents' responses were removed from the study due to their indication of participation.
Table 4.2: Demographic Profile of Respondents
Items Frequency Percentages

(n=359) (100.0%)
Gender Male 164 45.68%

Female 195 54.32%
Age (years old) 20-21 73 20.33%

22-23 168 46.80%
24-25 87 24.23%
26-27 31 8.64%
27
FKP
Faculties (FKP) 245 68.25%
(FHPK) 114 31.75%
Year of study Year 1 59 16.43%

Year 2 71 19.78%
Year 3 64 17.83%
Year 4 165 45.96%
Income level Below 1000 195 54.32%

RM1001 to RM3000 85 23.68%
RM3001 to RM5000 60 16.71%
Above RM 5000 19 5.29%
Frequency of visit Occasionally 78 21.73%

Few times a week 105 29.25%
Several times per month 113 31.48%
Several times of year 63 17.55%
Table 4.2 shows the demographic characteristics of the respondents in this research.
Based on the sample socio-demographic information, the table indicates that most respondents
in this recent study are representative of Gen Z. Female respondents who represented 54.32%
(n=195) are higher than male respondents who represented 164 (45.68%). Majority of the
sample were under Faculty of Entrepreneurship and Business (FKP) (68.25%). The following
of the respondents come from the Faculty of Hospitality, Tourism and Wellness (FHPK)
(31.75%). The highest percentage which accounts for 46.80% (n=168) of respondents were
grouped between 22 to 23 years old. However, only 8.64% (n=31) of respondents were grouped
between 26 to 27 years old. Table 4.2 also indicated that most of the respondents (45.96%)
were Year 4 students with a total of 165 respondents representing the largest percentage of
respondents. As can be observed in the same table, most of respondents’ income level is below
RM1000 which is represented by 54.32%, whereas 23.68% of the income level is between
RM1001 to RM3000. The rest of the respondents have an income level of RM3001 to RM5000
and RM5001 and above only, which takes up 16.71% (n=60) and 5.29% (n=19) respectively.
In regard to frequency of visit, approximately 31.48% (n=113) and 29.25% (n=105) of the
respondents had access to hipster cafe Few times a week and Several times per month
28
FKP
respectively. The following of the 78 respondents (21.73%) as well as 63 respondents (17.55%)
visited hipster cafe Occasionally and Several times of year respectively.
4.4 Descriptive Analysis

Table 4.3 displays the results of the mean analysis and standard deviations (SD) of the
model's significant determinants: purchase intention, food quality, service quality and
environment from SPSS software.
Table 4.3: Result of Descriptive Statistic
Constructs N Mean Standard Deviations (SD)
Purchase Intention 359 3.76 0.751
Food Quality 359 3.86 0.649
Service Quality 359 3.86 0.662
Environment 359 4.07 0.720
There were a few questions that were provided with the constructs. Environment had
the highest mean which is 4.07 and standard deviations on the report. It shows that the
environment influences the purchase intentions of hipster cafes among Gen Z. Meanwhile, the
service and for the food quality record the same mean which is 3.86 but different in SD which
is 0.662 and 0.649 for food quality. That is because, as revealed in Table 4.3, all variables
depicted the value of mean is between 3.76 and 4.07. The average of purchase intention was
(M=3.76, SD=0.751). Secondly, the average of food quality was (M=3.86, SD=0.649). Thirdly,
the average of service quality was (M=3.86, SD=0.662). Lastly, the average of the environment
was (M=4.07, SD=0.720). Next sub-sections will highlight the main findings of the reliability
test of the study model
29
FKP
4.5 Reliability Test
Reliability analysis is a method used to evaluate the questionnaire's precision in

measuring variables. (Chan and Idris, 2017). If the Alpha value exceeds 0.60, the variable is
deemed to have moderate reliability, and if it exceeds 0.80, it is deemed to have high reliability.
The validity and reliability test results from each of the measuring item constructions are shown
in Table 4.4.
Table 4.4: Result of Reliability Analysis
Environment 4 0.856
Table 4.4 shows the value of Cronbach’s alpha for all variables was over 0.60 which is
between 0.7 – 0.8. The most reliable independent variable is the environment with four
questions because Cronbach's alpha value showed a very good coefficient value of 0.856. Next,
the Cronbach’s alpha for purchase intention with four questions shows a good coefficient value
of 0.830. Meanwhile, for food quality with four questions, the coefficient value is 0.748. Last,
service quality with four questions the Cronbach’s alpha shows a good coefficient value of
0.791.
4.6 Normality Test
The Kolmogorov-Smirnov or Shapiro-Wilks tests can be utilized to examine the

assumption of normality. Kolmogorov-Smirnov test is used when the sample size is more than
50 (Gerald, 2018). When P is greater than 0.05, the null hypothesis is accepted and the data are
known to be normally distributed (Mishra et al., 2019). Since the sample size of this study is
more than 50, Kolmogorov-Smirnov test will be used.
30
FKP
The table 4.5 shows the results of Kolmogorov-Smirnov and Shapiro-Wilk tests of
normality. Since the result shows more than 50 observations, the Kolmogorov-Smirnov Test
will be interpreted. A Kolmogorov-Smirnov test indicates that all the variables do not follow a
normal distribution. The test statistic for purchase intention is D (359) = 0.116, p = <.001. The
test statistic for food quality is D (359) = 0.137, p = <.001. The test statistic for service quality
is D (359) = 0.146, p = <.001. The test statistic for the environment is D (359) = 0.154, p =
<.001. Therefore, the p-value of 4 variables is more than 0.05, the null hypothesis is rejected
and concluded that they are not normally distributed.
Table 4.5: Normality Test Result
Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Purchase
.116 359 <.001 .959 359 <.001
Intention
Food Quality .137 359 <.001 .958 359 <.001
Service Quality .146 359 <.001 .946 359 <.001
Environment .154 359 <.001 .910 359 <.001
a. Lilliefors Significance Correction
4.7 Pearson Correlation

Pearson correlation analysis was utilised to calculate and generate findings in this
research. Table 4.7 depicts the association between the variables.
Table 4.6 shows a significant correlation between the variables. The table demonstrates
a significant correlation between environment and purchase intention, with a r = 0.733 and a p
value of 0.01. Additionally, the outcome demonstrates a significant correlation between each
independent variable and purchase intention. The correlation between café environment and
purchase intention is r = 0.733, whereas the food quality is r = 0.677. Therefore, food quality
(r = 0.677) and consumer purchase intention (r = 0.733) both exhibit significant positive
31
FKP
relationships with the environment. Additionally, there is a significant correlation (r = 0.715 at
significant level of 0.01) between the independent variable (service quality) and the dependent
variable (purchase intention). Food quality has a correlation coefficient of r = 0.707, service
quality of r = 0.715, and environment of r = 0.733, all with a significance level of p 0.01.
Table 4.6: Result of Pearson Correlation Analysis
Correlations
Purchase Food Service Environment

Intention Quality Quality
Purchase Pearson 1
Intention Correlation
Sig. (2-tailed)
N 359
Food Quality Pearson .707** 1

Correlation
Sig. (2-tailed) .000
N 359 359
Service Pearson .715** .682** 1

Quality Correlation
Sig. (2-tailed) .000 .000
N 359 359 359
Environment Pearson .733** .677** .685** 1

Correlation
Sig. (2-tailed) .000 .000 .000
N 359 359 359 359
**. Correlation is significant at the 0.01 level (2-tailed).
32
FKP
4.8 Hypotheses Testing
Spearman correlation coefficient used due to the non-normal distribution of the p-value
in normality test. Spearman’s rank correlation coefficient: - used to assess the relationship
between two variables. The value of Rs ranged from -1 to 1and indicated as if -1 or 1 perfect
negative or positive correlation, between -1 to -0.5 or 1 to 0.5, strong negative or positive
correlation, between -0.5 to 0 or 0 to 0.5, weak negative or positive correlation and 0 no
correlation (Gebrehiwet, 2017).
Table 4.7 shows the Spearman’s correlation coefficients between purchase intention,
service quality and environment variables.
Table 4.7: Summary of Hypothesis Testing.
Hypothesis Description Spearman Result

Correlation
H1 Food quality has a significant r = 0.688, p <0.001 Significant

relationship on purchase intention
among Gen Z towards Hipster Café.
H2 Service quality has a significant r = 0.716, p <0.001 Significant

H3 Environment has a significant r = 0.732, p <0.001 Significant

4.8.1 Hypothesis 1
H1: There is a relationship between food quality and purchase intention among Gen Z
There was a positive correlation between the food quality and purchase intention,
because the p-value for this hypothesis is lower than 0.001, r (359) = 0.688, p < 0.001. Hence,
it was indicated that food quality is one of the factors that influence the purchase intention of
Gen Z students in Kelantan.
33
FKP
4.8.2 Hypothesis 2
H2: There is a relationship between service quality and purchase intention among Gen Z
There was a positive correlation between the service quality and purchase intention
because the p-value for this hypothesis is lower than 0.001, r (359) = 0.716, p < 0.001. Hence,
it was indicated that service quality is one of the factors that influence the purchase intention
of Gen Z students in Kelantan.
4.8.3 Hypothesis 3
H3: There is a relationship between environment and purchase intention among Gen Z
There was a positive correlation between the environment and purchase intention,
because the p-value for this hypothesis is lower than 0.001, r(359) = 0.732, p < 0.001. Hence,
it was indicated that environment is one of the factors that influence the purchase intention of
Gen Z students in Kelantan.
4.9 Summary
The study investigates the factors affecting purchase intentions in Gen Z towards
hipster cafes among students at Universiti Malaysia Kelantan. The factors such as food quality,
service quality, and environment. The 359 data acquired from the survey have been selected to
undergo several analyses, including descriptive, reliability, correlation, and normality analysis,
which were conducted via SPSS software to obtain the analysis results.
34
FKP
CHAPTER 5
DISCUSSION AND CONCLUSION
5.1 Introduction
The findings of the analysis in chapter 4 were covered in this chapter. By comparing
the set of assumptions with the actual data results, a thorough discussion of the data analysis
and findings was conducted. The last chapter explains the study's implications, including its
limitations and recommendations.
5.2 Key Findings

5.2.1 Food Quality.
Based on Pearson correlation analysis, product quality showed a positive significant
relationship between food quality and purchase intentions towards hipster cafe (r = 707).
Furthermore, the analysis also showed that quality products also influenced purchase intention
positively (p = 0.01). Therefore, the hypothesis (H1) is acceptable because there is an excellent
positive relationship between quality products and purchase intention towards hipster cafe in
Kelantan.
According to Xiao et al. (2018) proposed that food quality impacts consumers’ purchase
intentions. Other than that, since consumers care more about healthy lives, food quality has
expanded to include nutrition and food safety, since wholesome food is related to consumers’
health and safety. (Yi, Zhao & Joung, 2018). The result also supported by Sharee &
Muhammad (2018), consumers are very conscious and aware of the food quality issues. With
the health-conscious trend, consumers are more demanding for fresh ingredients instead of
chemical components or additives in food processing and food freshness preservation. Because
of this (H1) was acceptable and had a positive relationship.
5.2.2 Service Quality.

According to the data collected, service quality is also most strongly linked with
purchase intention which (r = 715). As a result, hypothesis (H2) is accepted because there is an
important positive relationship between service quality and purchase intention towards Hipster
Cafe among the UMK students.
Based on a previous study by Sharee & Muhammad (2018), most consumers assess
restaurant service while eating and perceived service quality is used to measure customer
happiness. Therefore, Yang et al. (2021) opinion that service quality is determined by the
35
FKP
service procedure and customer perception. The service process emphasises the store’s
physical, technica, human, and procedural features, impacting the consumers’ service opinion.
From both studies, most consumers will begin to access the service quality when they
themselves attend the hipster cafe, and the perceived quality is used to measure purchase
intention among the consumer towards the hipster cafe.
That is because consumers nowadays not only emphasise the value of food quality
provided by cafe chains, but also the service quality that the cafe provides, due to changes in
lifestyles and intense competition in other coffee industries. As a result, the owner of Hipster
Cafe most constantly tracks the quality of services provided suitable with their consumers'
purchase intentions.
5.2.3 Environment.
Environment is the strongest significantly correlated with purchase intention (r=733).
This result was referred to the Pearson correlation analysis that showed a high positive
correlation relationship between independent variables (cafe environment) and dependent
variable (purchase intentions).
According to Zhang, Kim, and Goodsir (2018) state environment, convenience,
cleanliness, comfort level, and decor are crucial to producing a memorable customer
experience. Other research found that a cosy environment, nice aroma, and gorgeous
kitchenware assist customers make great buying decisions and purchase intentions (Yi, Zhao
& Joung, 2018). The two elements of the restaurant that we focused on are cleanliness and
ambient scent.
As a result, the environment has a significant impact on customer’s perception toward
overall quality of the cafe, which will directly affect customer purchase intention. Therefore, it
is important for the hipster cafe to have a better knowledge and understanding on what
customers emphasise to provide customers with a better environment when they are enjoying
their dishes.
5.3 Discussion
5.3.1 H1: There is a relationship between food quality and purchase intention among Gen
Z towards Hipster Cafe
The results showed that there is significant influence between food quality and purchase
intention among Gen Z towards Hipster Cafe. Based on the decision there was a positive
36
FKP
correlation between the food quality and purchase intention. This is because the p-value for
this hypothesis is lower than 0.001, r (359) = 0.688, p < 0.001.
Gen Z have various behaviours which influence their perception towards purchase
intention. According to Kahawandala and Peter (2020), studies on consumer behaviour on
modern Engel-Blackwell-Miniard model of customer shows decision-making process stages
which are affected by an individual’s characteristics such as motives and values, social
influences such as culture and situational influences. Besides, food quality is perceived by
consumers in terms of taste, good products associated with a proper production method, natural
or organic, freshness and without risk (Velcovska & Hadro, 2018).
5.3.2 H2: There is a relationship between service quality and purchase intention among
Gen Z towards Hipster Cafe.
The second hypothesis had been tested, which is the relationship between service quality
and purchase intention among Gen Z towards Hipster Cafe in Kelantan. Respondents and users
who participated in this research like the service quality offered and provided by Hipster Cafe
which are a variety of service and different service from other typical restaurants. Therefore,
the p-value for this hypothesis is lower than 0.001, r (359) = 0.716, p < 0.001 which shows
there is a positive correlation between service quality and purchase intention among Gen z
towards Hipster Cafe in Kelantan.
Hipster cafe have offered good service quality to meet the demand and satisfaction of
customers, this is because in the increasingly competitive market, the focus on service quality
is essential to service firms for their survival and success (Ramya et al., 2019). According to
Sharee et al., (2018), service quality is the deciding factor for customers to have a satisfactory
dining experience at hipster cafes.
5.3.3 H3: There is a relationship between environment and purchase intention among
Gen Z towards Hipster Cafe.
Based on the result hypothesis, there is a positive correlation between the environment
and purchase intention among Gen Z towards Hipster cafe which is the p-value for this
hypothesis is lower than 0.001, r(359) = 0.732, p < 0.001.
Therefore, based on the survey in this research, the most respondents are more likely to
visit the hipster cafe because of the environment. According to Cristo et al., (2017), nowadays
in cafe there is another factor that affects customer satisfaction which is the physical
environment. Sharee et al., (2018) restaurant environment triumphed as the brewing factor that
37
FKP
draws the young adults to dine in the hipster cafe. Zhang, Kim and Goodsir (2018) state
environment, convenience, cleanliness, comfort level, and décor are crucial to producing a
memorable customer experience.
5.4 Implications of the Study

The aim of the study was to understand factors affecting purchase intentions in Gen Z
towards hipster café in Kelantan. The implications of this study can have an impact on business.
This is because this study focuses more on the factors that influence purchase intention, which
will impact business owners. Food businesses can find out what young people, especially Gen
Z in Kelantan, are interested in. They can see what young people are more interested in whether
they prefer cafes based on food quality, service quality or environment.
5.5 Limitations of the Study

In this research, there are some limitations that have been found during this study. First
is just focusing on undergraduate university students of Universiti Malaysia Kelantan (UMK).
Our research only focuses on UMK students who are in Gen Z. As not all respondents were
dedicated to and supported in this study, the data collected from the respondents were
inaccurate. It's because the researcher uses a Google Form to get the data and in collecting the
data, some respondents did not respond to the questionnaire, and the researcher has to find
other respondents.
Second limitations, the scope of the study is limited. This is because this study only
selected one type of business: the hipster café in Kelantan. Hipster cafés in Kelantan are
generally less known compared to other more popular industries such as the fast-food industry.
The researcher experienced difficulty obtaining the data and information needed to complete
this study due to limited and difficult-to-get resources. This is a challenge for researchers.
Therefore, researchers need more effort to find information.
Next, only use three variables in this study. In this study, the researcher only used three
independent variables for one dependent variable: the conditional variable purchase intention.
In contrast, the independent variables are food quality, service quality, and environment.
Therefore, the researcher only focused on those three variables. The researcher can then
multiply the variables so that the study covers more various aspects.
38
FKP
5.6 Recommendations
The recommendations that can be used for future research are theoretical. By examining
or testing theory, framework or model. Future research can use price as an independent variable
as the past research that used as a model thesis for this research had been approved to the
positive relationship among those variables with the purchase intention. For future research,
researchers can directly visit the hipster cafe to make a survey to know more details about the
hipster cafe such as make an interview with the employee or employer and ask a question to
the consumer about why they choose the hipster cafe. The result is more accurate compared to
a questionnaire by google form.
Thus, next recommendations for future research are building upon findings of the
research. These could be connected to unexpected results from the research. To address the
parts of the study challenge that remain unsolved, may also make suggestions for future
research. There are a few questions that may cause respondents to be unsure how to answer it.
This might simply be because the findings did not give all of the answers asked for. The inquiry
should be more explicit and relevant to the respondent. For future research, the researcher can
include more independent variables, such as price, which has the most influence on purchase
intention. Researchers can conduct a study on the pricing in hipster cafes, which has a major
influence in purchase intention, because the prices offered by hipster cafes are more expensive,
but the group that always tends to frequent the hipster is Gen Z.
5.7 Overall Conclusion of the Study

In this research, all the variables had significant and positively affecting the purchase
intention towards hipster cafes in Kelantan. Besides, dependent variables which are purchase
intentions are influenced by independent variables which are service quality, product quality
and environment. Therefore, the most prominent variable is between environment and purchase
intention. In this research, has been able to prove that the environment greatly influences the
purchase intention among Gen Z towards hipster cafe in Kelantan. The environment of hipster
cafe can make an example to other restaurants to gain a purchase intention among Gen Z.
39
FKP
REFERENCES
Aboo, K., Khalid, T., Helmy, M., Gapar, A., Ismail, R., & Isa, S. M. (2021), Hipster foods and
cafes: Framing cohesion and identity, GEOGRAFIA Online Malaysian Journal of
Society and Space 2(2), 39–51. http://journalarticle.ukm.my/17622/1/44684-156753-1-
PB.pdf
AbuThahir, S.-B. S., & Krishnapillai, G. (2018). How does the environment of Cafe Affect the
Revisit Intention Among its Patrons? A S on the Cafes in Ipoh, Perak. MATEC Web of
Conferences, 150, 05074. https://doi.org/10.1051/matecconf/201815005074
Ajzen, I.: The theory of planned behaviour. Organ. Behav. Hum. Decis. Process. 50(2), 179-
211 (1991)
Bland, M. (2015). An Introduction to Medical Statistics. OUP Oxford.
https://books.google.com.my/books?id=tiGQDwAAQBAJ
Blischke, W.R., Rezaul Karim, M., Prabhakar Murthy, D.N. (2011). Preliminary Data
Analysis. In: Warranty Data Collection and Analysis. Springer Series in Reliability
Engineering. Springer, London. https://doi.org/10.1007/978-0-85729-647-4_8
Boo, H. V. (2017). Service Environment of Restaurants: Findings from the youth customers.
Journal of ASIAN Behavioural Studies, 2(2), 67. Article Hipster Cafe
Brace, I. (2018). Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’
purchase intentions during the COVID-19 pandemic. International Journal of
Hospitality Management, 94, 102777.
https://doi.org/https://doi.org/10.1016/j.ijhm.2020.102777
Bukhari, S. A. (2021). Sample Size Determination Using Krejcie and Morgan Table.
https://doi.org/10.13140/RG.2.2.11445.19687
Carins, J. E., Rundle-Thiele, S. R., & Ong, D. L. (2020). Keep them coming back: The role of
variety and aesthetics in institutional food satisfaction. Food Quality and Preference,
80, 103832. https://doi.org/https://doi.org/10.1016/j.foodqual.2019.103832
Chan, L. L., & Idris, N. (2017). Validity and reliability of the instrument using exploratory
factor analysis and Cronbach’s alpha. International Journal of Academic Research in
Business and Social Sciences, 7(10), 400-410.
https://hrmars.com/papers_submitted/3387/Validity_and_Reliability_of_The_Instrum
ent.pdf
Chien, L., & Chi, S. (2019). Corporate image as a mediator between service quality and
customer satisfaction: difference across categorized exhibitors. Heliyon, 5(3), e01307.
https://doi.org/https://doi.org/10.1016/j.heliyon.2019.e01307
Commission, M. C. A. M. (2020). Internet Users Survey 2020. M. C. A. M. Commission: 64.
https://www.mcmc.gov.my/skmmgovmy/media/General/pdf/IUS-2020Report.pdf
Cristo, M., Saerang, D. P., & Worang, F. (2017). The influence of price, service quality, and
physical environment on customer satisfaction. case study markobar cafe mando.
Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(2).
Droumeva, M. (2017). The coffee-office: Urban soundscapes for creative productivity. BC
Studies: The British Columbian Quarterly, (195), 119-127
emperical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1),
4.https://www.mdpi.com/2076-3387/9/1/4
Gebrehiwet, T., & Luo, H. (2017). Analysis of Delay Impact on Construction Project Based on
RII and Correlation Coefficient: Empirical Study. Procedia Engineering, 196, 366-374.
https://doi.org/https://doi.org/10.1016/j.proeng.2017.07.212
FKP
George, D., & Mallery, P. (2003). Using SPSS for Windows Step by Step: A Simple Guide
and Reference (4th ed.). London: Pearson Education.
Gerald, B. (2018). A brief review of independent, dependent and one sample t-test.
International Journal of Applied Mathematics and Theoretical Physics, 4(2), 50-54.
Gogtay, N. and U. Thatte (2017). "Principles of Correlation Analysis." The Journal of the
Association of Physicians of India 65: 78-81.
Gundala, R. R., Nawaz, N., R M, H., Boobalan, K., & Gajenderan, V. K. (2022). Does gender
moderate the purchase intention of organic foods? Theory of reasoned action. Heliyon,
8(9), e10478. https://doi.org/https://doi.org/10.1016/j.heliyon.2022.e10478
Hairon, S., Mohd Zahari, M. S., Akbarruddin, M., & Abd Majid, H. (2017). Proposed citation:
Overview of Hipster food culture development in Malaysia. Journal of Tourism,
Hospitality & Culinary Arts (JTHCA), 9, 481-492.
https://fhtm.uitm.edu.my/images/jthca/Vol9Issue2/6-05.pdf
Hajjar, S. T. (2018). Statistical analysis: internal-consistency reliability and construct validity.
International Journal of Quantitative and Qualitative Research Methods, 6(1), 46-57.
Hsiao, K.-L., & Chen, C.-C. (2018). What drives smartwatch purchase intention? Perspectives
from hardware, software, design, and value. Telematics and Informatics, 35(1), 103-
113. https://doi.org/https://doi.org/10.1016/j.tele.2017.10.002
Iyer, P., Davari. A., & Paswan, A. (2016). Green products:Altruism, economics, price fairness
and purchase intention. Social Business, 6(1), 39- 64
https://www.ingentaconnect.com/content/westburn/sb/2016/00000006/00000001/art0
0004
Jaciow, M., & Wolny, R. (2021). New Technologies in the Ecological Behavior of Generation
Z. Procedia Computer Science, 192, 4780-4789.
https://doi.org/https://doi.org/10.1016/j.procs.2021.09.256
Jacob Wohd. “ Hipster coffee shop shop” (2018). retrieved from
https://www.dictionary.com/e/pop-culture/hipster-cafe-shop/
Kahawandala, N., & Peter, S. (2020). Factors affecting Purchasing Behaviour of Generation Z.
IEOM Society International, Proceedings of the International Conference on Industrial
Engineering and Operations Management Dubai, UAE, March.
Khalid, N. L., Jayasainan, S. Y., & Hassim, N. (2018). Social media influencers-shaping
consumption culture among Malaysian youth. In SHS Web of Conferences (Vol. 53, p.
02008). EDP Sciences. https://www.shs-
conferences.org/articles/shsconf/pdf/2018/14/shsconf_ichss2018_02008.pdf
Krejcie, R.V., & Morgan, D.W., (1970). Determining Sample Size for Research Activities.
Educational and Psychological Measurement.
https://journals.sagepub.com/doi/abs/10.1177/001316447003000308?journalCode=ep
ma
Lee, W. S., Moon, J., & Song, M. (2018). Attributes of the coffee shop business related to
customer satisfaction. Journal of Foodservice Business Research, 21(6), 628-641.
https://doi.org/10.1080/15378020.2018.1524227
Liew, J. Y., Razali, N. A. W., Ng, K. H., Boon, J. G., & Sui, C. F. (2021). Generation Z’s
purchase intention of fast food: Influential factors unveiled in Kluang, Johor. AIP
Conference Proceedings, 2347(1), 020270. https://doi.org/10.1063/5.0051565
Lim, I. (2022). "Malaysia’s cafes and restaurants recovered end of 2021 as more diners
returned, expecting positive growth in Q1 2022." Retrieved 09 Mar 2022, from
https://www.malaymail.com/news/malaysia/2022/03/09/malaysias-cafes-and-
restaurants-recovered-end-of-2021-as-more-diners-return/2046363
Lowe, N. K. (2019). What Is a Pilot Study? Journal of Obstetric, Gynecologic & Neonatal
Nursing, 48(2), 117-118. https://doi.org/https://doi.org/10.1016/j.jogn.2019.01.005
FKP
Ma, Y., & Yang, S. (2018). An Empirical Study of Female E-shopper's Satisfaction with
Cosmetic Products in China. International Journal of Business and Management, 13,
211-219. https://doi.org/10.5539/ijbm.v13n3p211
Min, C., Jaki, M., Corresponding, M., & Mamat, M. (2022). Upcycling and the Hipster Cafe:
A Case Study in Penang. 2, 78-86.
https://www.researchgate.net/publication/358580269_Upcycling_and_the_Hipster_Ca
fe_A_Case_Study_in_Penang
Miranda, S., Tavares, P., & Queiró, R. (2018). Perceived service quality and customer
satisfaction: A fuzzy set QCA approach in the railway sector. Journal of Business
Research, 89, 371-377. https://doi.org/https://doi.org/10.1016/j.jbusres.2017.12.040
Mishra, P., Pandey, C. M., Singh, U., Gupta, A., Sahu, C., & Keshri, A. (2019). Descriptive
statistics and normality tests for statistical data. Annals of cardiac anaesthesia, 22(1),
67–72. https://doi.org/10.4103/aca.ACA_157_18
Mohd Arof, K., Ismail, S., & Saleh, A. L. (2018). Contractor’s Performance Appraisal System
in the Malaysian Construction Industry: Current Practice, Perception and
Understanding. International Journal of Engineering & Technology, 7, 46.
https://doi.org/10.14419/ijet.v7i3.9.15272
Mohd Noor, N. H., Yaacob, M. A., & Omar, N. (2021). Creating future young entrepreneur in
the new normal: the role facilitative law, normative support, and entrepreneurial
knowledge. Academic Journal of Business and Social Sciences (AJoBSS), 5(1), 1-15.
https://ir.uitm.edu.my/id/eprint/59109/
Mwita, K. (2022). Factors to consider when choosing data collection methods. International
Journal of Research in Business and Social Science (2147-4478), 11(5), 532-538.
https://www.researchgate.net/publication/361617136_Factors_to_consider_when_cho
osing_data_collection_methods
Nadzari, N. A., & Anuar, F. (2021). Is Going Viral a Good Thing?: A Study on Social Media
Information and Service Quality Towards Cafes in Ipoh.
https://doi.org/10.2991/aebmr.k.211223.021
Najah Mustafa (2021). "CAFE HUNTING DI KOTA BHARU." from
http://www.najahmustapa.com/2021/09/senarai-cafe-di-kota-bharu.html.
Ong, M. H. A., & Puteh, F. (2017). Quantitative data analysis: Choosing between SPSS, PLS,
and AMOS in social science research. International Interdisciplinary Journal of
Scientific Research, 3(1), 14-25.
Polit, D. F., & Beck, C. T. (2020). Nursing Research: Generating and Assessing Evidence for
Nursing Practice. Wolters Kluwer.
https://books.google.com.my/books?id=HyNGxQEACAAJ
Rahi, S. (2017). Research design and methods: A systematic review of research paradigms,
sampling issues and instruments development. International Journal of Economics &
Management Sciences, 6(2), 1-5. https://www.hilarispublisher.com/open-
access/research-design-and-methods-a-systematic-review-of-research-paradigms-
sampling-issues-and-instruments-development-2162-6359-1000403.pdf
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants.
Future Business Journal, 6(1), 13. https://doi.org/10.1186/s43093-020-00021-0
Rakib, M. R. H. K., Pramanik, S. A. K., Amran, M. A., Islam, M. N., & Sarker, M. O. F. (2022).
Factors affecting young customers’ smartphone purchase intention during Covid-19
pandemic. Heliyon, 8(9), e10599.
https://doi.org/https://doi.org/10.1016/j.heliyon.2022.e10599
Ramya, N., Kowsalya, A., & Dharanipriya, K. (2019). Service quality and its dimensions.
EPRA International Journal of Research & Development, 4(2).
FKP
Ryu, Kisang, and SooCheog Shawn Jang. 2008. The influence of the physical environment on
customer emotions and behavioural intentions: the application of modified Mehrabian-
Russell model. The Service Industries Journal 28: 1151- 65.
Schwieger, D., & Ladwig, C. (2018). Reaching and retaining the next generation: Adapting to
the expectations of Gen Z in the classroom. Information Systems Education Journal,
16(3), 45
Sharee, A., & Muhammad, N. S. (2018). Young Adults’ Satisfaction towards Hipster Cafes:
the Brewing Factors. Advances in Business Research International Journal (ABRIJ),
4(2), 41-52. https://ir.uitm.edu.my/id/eprint/23187/
Sharee, A., Muhammad, N. S. (2018). Young Adults’ Satisfaction towards Hipster Cafes:the
Brewing Factors. Advances in Business Research International Journal (ABRIJ), 4(2),
41-52. http://www.emerald.com/insight/content/doi/10.1108/JIMA-03-2019-
0045/full/ht
Shaw, M. (2019). Halal versus Hipster: the struggle for Sydney Road and the culture of
complaint. Journal of Islamic Marketing.
https://www.emerald.com/insight/content/doi/10.1108/JIMA-03-2019-0045/full/html
Shim, J., et al. (2021). "Antecedents of Purchase Intention at Starbucks in the Context of Covid-
19 Pandemic." Sustainability 13(4): 1758. https://www.mdpi.com/2071-
1050/13/4/1758
Su, C. H., Tsai, C. H., Chen, M. H., & Lv, W. Q. (2019). US sustainable food market generation
Z consumer segments. Sustainability, 11(13), 3607. https://www.mdpi.com/2071-
1050/11/13/3607
Sun, Y., & Xing, J. (2022). The Impact of Social Media Information Sharing on the Green
Purchase Intention among Generation Z. Sustainability, 14(11), 6879.
https://www.mdpi.com/2071-1050/14/11/6879
Turner III, D. W., & Hagstrom-Schmidt, N. (2022). Qualitative interview design. Howdy or
Hello? Technical and Professional Communication.
Turney, S. (2022, September 6). Pearson Correlation Coefficient (r) | Guide & Examples.
Scribbr. https://www.scribbr.com/statistics/pearson-correlation-coefficient/
Universiti Malaysia Kelantan. (n.d.). Retrieved from https://www.umk.edu.my/en/
Valaei, N., & Baroto, M. B. (2017). Modelling continuance intention of citizens in government
Facebook page: A complementary PLS approach. Computers in Human Behavior, 73,
224–237. https://doi.org/10.1016/j.chb.2017.03.047
Velcovska, S., & Hadro, D. (2018). Generation Y perceptions and expectations of food quality
labels in the Czech Republic and Poland. Acta Universitatis Agriculturae et
Silviculturae Mendelianae Brunensis, 66(1).
Wang, J., Tao, J., & Chu, M. (2020). Behind the label: Chinese consumers’ trust in food
certification and the effect of perceived quality on purchase intention. Food Control,
108, 106825. https://doi.org/https://doi.org/10.1016/j.foodcont.2019.106825
Wierzbiński, B., Surmacz, T., Kuźniar, W., & Witek, L. (2021). The Role of the Ecological
Awareness and the Influence on Food Preferences in Shaping Pro-Ecological Behavior
of Young Consumers. Agriculture, 11(4), 345.
https://doi.org/10.3390/agriculture11040345
Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors affecting purchase intentions in generation Y:
An empirical evidence from fast food industry in Malaysia. Administrative Sciences,
9(1), 4. https://www.mdpi.com/2076-3387/9/1/4
Xu, H., & Deng, Y. (2017). Dependent evidence combination based on shearman coefficient
and pearson coefficient. Ieee Access, 6, 11634-11640.
https://www.academia.edu/40339233/Dependent_Evidence_Combination_Based_on_
Shearman_Coefficient_and_Pearson_Coefficient
FKP
Yang, K., Kim, J., Min, J., & Hernandez-Calderon, A. (2021). Effects of retailers’ service
quality and legitimacy on behavioral intention: the role of emotions during COVID-19.
The Service Industries Journal, 41(1-2), 84-106.
https://doi.org/10.1080/02642069.2020.1863373
Yi, S., Zhao, J., & Joung, H.-W. (2018). Influence of price and brand image on restaurant
customers’ restaurant selection attribute. Journal of Foodservice Business Research,
21(2), 200-217. https://doi.org/10.1080/15378020.2017.1368808
Zamani, N., Afiqah, N., Bahrom, B., Binti, S., Fadzir, M., Syakirah, N., Mohd, B., Fauzy, A.,
Farzana, N., Anua, B., Assyirah, S., Rosman, B., Sivam, S., Muthutamilselvan, K., &
Isai Amutan, K. (2020). A Study on Customer Satisfaction Towards Ambiance, Service
and Food Quality in Kentucky Fried Chicken (KFC), Petaling Jaya. Malaysian Journal
of Social Sciences and Humanities (MJSSH), 5, 84-96.
https://doi.org/10.47405/mjssh.v5i4.390
Zhang, M., Kim, P. B., & Goodsir, W. (2018). Effects of service experience attributes on
customer attitudes and behaviours:the case of New Zealand cafe industry. Journal of
Hospitality Marketing & Management, 28(1), 28 - 50.
FKP
APPENDIXES A
QUESTIONNAIRE
FACTOR AFFECTING PURCHASE INTENTIONS IN GENERATION Z TOWARDS

HIPSTER CAFE IN KELANTAN
Dear respondents,
This survey is conducted to study the Factor Affecting Purchase Intentions in Generation Z
Towards Hipster Cafe in Kelantan. Congratulations on being selected to answer the
questionnaire. Your opinion is very important in the complication of the research. All
information you provide is confidential and used for research purposes only.
If you need any further information, please contact:
Researcher:
1. Loo Qiao Ling
2. Nur Anis Sofiya Binti Mohd Azmi
3. Nurul Qurratul Aini Binti Mohd Zahawai
4. Siti Nur Zakirah Binti S Ismail,
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan.
Email:
qiaoling.a19a0253@siswa.umk.edu.my
sofiya.a19a0527@siswa.umk.edu.my
zakirah.a19b1133@siswa.umk.edu.my
aini.a19a0767@siswa.umk.edu.my
FKP
Filling out the questionnaire takes approximately 5 minutes. Your answers will be kept
confidential and only known to the researchers.
Informed Consent Form
Title of Study: Factor Affecting Purchase Intentions in Generation Z Towards Hipster Cafe in
Kelantan
By clicking on ‘I agree’ below, I confirm the following:
• I have been given written information for the above study and have read and understood the
information given
• I have had sufficient time to consider participation in the study and have had the
opportunity to ask questions and all my questions have been answered satisfactorily.
• I understand that my participation is voluntary, and I can at any time freely withdraw from
the study without giving a reason. I understand the risks and benefits, and I freely give my
informed consent to participate under the conditions stated.
Please indicate your decision about participation

I agree
I disagree
FKP
SECTION A: DEMOGRAPHIC PROFILE
Please choose ONLY 1 answer for each question.
1. Gender
Male
Female
2. Age
20-21 years old

22-23 years old
24-25 years old
26-27 years old
3. Faculty
Faculty of Entrepreneurship and Business (FKP)

Faculty of Hospitality, Tourism and Wellness (FHPK)
4. Year of Study
Year 1
Year 2
Year 3
Year 4
5. Income Level
Below 1000
RM1001 to RM3000
RM3001 to RM5000
Above RM 5000
6. Frequency of Visit to Hipster Café
Occasionally
Few times a week
Several times per month
Several times of year
FKP
SECTION B: PURCHASE INTENTION
Please select ONLY 1 appropriate answer.
On a scale from 1（Strongly Disagree） to 5（Strong Agree）, how much do you disagree or
agree to the following statements.
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
1 2 3 4 5
1 Hipster café is the best choice for me to 1 2 3 4 5

choose.
2 Hipster cafe maintains the staff's personal 1 2 3 4 5

hygiene in preparing food.
3 Hipster cafe deserves me to pay for its food. 1 2 3 4 5
4 Hipster cafe provide me a sense of joy while 1 2 3 4 5

eating.
FKP
SECTION C: FOOD QUALITY AFFECTING PURCHASE INTENTION
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
1 2 3 4 5
1 Hipster café provides a variety of food options 1 2 3 4 5

on the menu.
2 Hipster café provides nutritious food. 1 2 3 4 5
3 Hipster café has fresh food and delicious taste. 1 2 3 4 5
4 Hipster cafes food serve at the appropriate 1 2 3 4 5

temperature.
FKP
SECTION C: SERVICE QUALITY AFFECTING PURCHASE INTENTION
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
1 2 3 4 5
1 I prefer to eat at hipster cafe due to their 1 2 3 4 5

delivery service.
2 I prefer to eat at hipster cafe because the staff 1 2 3 4 5

are friendly and courteous.
3 I prefer to eat at hipster cafe because it has a 1 2 3 4 5

good presentation in terms of packaging and
services.
4 I prefer to eat at hipster cafe because it 1 2 3 4 5

provides high-quality wireless IT service.
FKP
SECTION C: ENVIRONMENT AFFECTING PURCHASE INTENTION
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
1 2 3 4 5
1 The environment of Hipster Café gave me a 1 2 3 4 5

relaxed feeling.
2 The interior decoration and design of Hipster 1 2 3 4 5

Cafe encourage me to stay longer.
3 The cleanliness of Hipster Café fulfils my 1 2 3 4 5

satisfaction level.
4 The decoration and artifacts encourage me to 1 2 3 4 5

recognize the café as high-class.
FKP
APPENDIX B
List of Café in Kota Bharu
Name café Location Social media
1 Drum & Desk 2055, Lorong Taman Sari Instagram: drumanddesk

2, Taman Sari, 15200
Kota Bharu, Kelantan. https://www.instagram.com/drumanddes
k/
2 The Bold Lab Pt 2497, Kg. Cherang, Instagram:theboldlab

Jalan Abdul Kadir Adabi, https://www.instagram.com/theboldlab/
Taman Kenangan, 15200
Kota Bharu, Kelantan.
3 KB Brewster Jalan Abdul Kadir Adabi, Instagram:kb.brewster

15200 Kota Bharu, https://www.instagram.com/kb.brewster/
Kelantan.
4 Kopi Mesin 4663B, Jalan Sultan Instagram:kopimesin.kotabharu

Yahya Petra, Langar https://www.instagram.com/kopimesin.k
15200 Kota Bharu, otabharu/
Kelantan.
5 Nasken Coffee 1528a, Jalan Pengkalan Instagram: naskencoffeepengkalanchepa

Cheap, 15400 Kota https://www.instagram.com/naskencoffe
Bharu, Kalantan. epengkalanchepa/
6 Richiamo PT 410, NO 7-C, Bandar Instagram: richiamo.kotabharu

Lembah Sireh, 15050
Kota Bharu, Kelantan https://www.instagram.com/richiamo.kot
abharu/
FKP
7 Baos 271, Jalan Dusun Muda, Instagram: baos.my
Bandar Kota Bharu,
15200 Kota Bharu, https://www.instagram.com/baos.my/
Kelantan.
8 Icepresso Lot 2103A, Jalan Guchil Instagram: icepresso.my

Bayam, Off, Jalan Dato
Lundang, 15200 Kota https://www.instagram.com/icepresso.m
Bharu, Kelantan. y/
9 Instea Pt 344 Ground Floor Kota Instagram: insteaofficial

Bharu Waterfront
Lembah Sireh, 15300 https://www.instagram.com/insteaofficia
Kota Bharu, Kelantan l/
10 Murasakopi KEDAI NO 8, LOT 898, Instagram: murasakopidanbuku

Dan Buku Jln Raja Perempuan
Zainab II, Kubang https://www.instagram.com/murasakopid
Kerian, 16150 Kota anbuku/
Bharu, Kelantan
11 Van's Street 4623-R1, Jalan Sultan Instagram: vansstreetcoffee

Coffee Yahya Petra, Wakaf Siku,
15150 Kota Bharu, https://www.instagram.com/vansstreetco
Kelantan ffee/
12 Kedai Kopi 3629, Jalan Tok Hakim, Instagram: kedaikopilama

Lama Bandar Kota Bharu,
15000 Kota Bharu, https://www.instagram.com/kedaikopila
Kelantan ma/
FKP
13 Jubilee Antique 3592, Jalan Ismail, Instagram: jubilee_antique_cafe
Cafe Bandar Kota Bharu,
15000 Kota Bharu, https://www.instagram.com/jubilee_anti
Kelantan que_cafe/
14 Kopi mesin 3598, Jalan Ismail, Instagram: kopimesin.heritage

Heritage Bandar Kota Bharu,
15000 Kota Bharu, https://www.instagram.com/kopimesin.h
Kelantan eritage/
15 The Brick Lane Jalan Sri Cemerlang, Instagram: thebricklanecafe

cafe Bandar Kota Bharu,
15300 Kota Bharu, https://www.instagram.com/thebricklane
Kelantan cafe/
16 Thea N Leo 3529-D, Jln Sultanah Instagram: theaplusleo

Zainab, Kampung Limau
Manis, 15150 Kota https://www.instagram.com/theaplusleo/
Bharu, Kelantan
17 Tiffin Coffee Lot 1707, Jalan Dato Instagram:tiffin.coffee

Lundang, 15200 Kota
Bharu, Kelantan https://www.instagram.com/tiffin.coffee/
18 Lepak and chill 1045, Jalan Long Yunus, Instagram: lepakandchill

15200 Kota Bharu,
Kelantan https://www.instagram.com/lepakandchill/
19 Tiny Elephant 1122, T/B, Jalan Tengku Instagram: tinyelephantco

Petra Semerak, Bandar
Kota Bharu, 15000 Kota https://www.instagram.com/tinyelephant
Bharu, Kelantan co/
FKP
20 Al-Khatiri Lot PT 1771 Al Khatiri Instagram: alkhatiri.kofee
Kofee Point, Jalan Bandar Baru
Kubang Kerian, 16150 https://www.instagram.com/alkhatiri.kof
Kota Bharu, Kelantan ee/
Source: najahmustapa (2021)

FKP
APPENDIX C
Gantt Chart
WEEK OCT NOV DEC JAN
TASK 2022 2022 2022 2023
Identify research title
Finding for journal
State DV dan IV
Start writing for chapter 1
Chapter 1 submission
Correction chapter 1
Chapter 1 and chapter 2 submission
Correction chapter 1 and chapter 2
Chapter 1, chapter 2 and chapter 3 submission
Correction chapter 1, chapter 2 and chapter 3
Submission of full report final year research

project 1
Presentation final year research project 1
Data Collection
FKP
Start writing for chapter 4 and chapter 5
Chapter 4 and chapter 5 submission
Correction chapter 4 and chapter 5
Turnitin check
Submission full report final year research

project
Presentation final year research project

Factors Affecting Purchase Intentions in Generation Z Towards Hipster Cafe in Kelantan LOCKED

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Factors Affecting Purchase Intentions in Generation Z Towards Hipster Cafe in Kelantan LOCKED

Uploaded by

Copyright:

Available Formats

FKP

FACTOR AFFECTING PURCHASE INTENTIONS IN

LOO QIAO LING (A19A0253)

DEGREE OF ENTREPRENEURSHIP (COMMERCE) WITH HONOURS

LOO QIAO LING (A19A0253)

A thesis submitted in fulfilment of the requirements for the degree of

Faculty of Entrepreneurship and Business

OPEN ACCESS I agree that my thesis is to be made immediately available as

EMBARGOES I agree that my thesis is to be made available as hardcopy or

CONFIDENTIAL (Contain confidential information under the Official Secret

RESTRICTED (Contains restricted information as specified by the

I acknowledge that Universiti Malaysia Kelantan reserves the right as follows:

_____________________ Date: 29 JANUARY 2023

Date: 29 JANUARY 2023

CHAPTER 3: RESEARCH METHODS

CHAPTER 4: DATA ANALYSIS AND FINDINGS

CHAPTER 5: DISCUSSION AND CONCLUSION

APPENDIX C – Gantt Chart

TABLES TITLE PAGE

Table 3.1 5-Point Likert Scale 19

Table 3.2 Sources of Variables 20

Table 3.3 Structure of Questionnaire Set 20

Table 3.4 Distribution of Questionnaires 21

Table 3.5 Reliability Statistic for Pilot Test 22

Table 3.6 Range of Reliability and its Coefficient of Cronbach’s Alpha 23

Table 3.7 The Scale of Pearson’s Correlation Coefficient 24

Table 4.1 Reliability Assessment of The Research Model 27

Table 4.2 Socio-Demographic Profile of Respondents 27

Table 4.3 Descriptive Statistic of The Research Model 29

Table 4.4 Reliability Analysis of The Research Model 30

Table 4.5 Normality Test Result 31

Table 4.6 Pearson Correlation Analysis of Research Model 32

Table 4.7 Summary of Hypothesis Testing 33

FIGURES TITLE PAGE

Figure 1.1 Online Content Sharing Platform 3

Figure 2.1 Conceptual Framework of Factors Affecting Purchase 15

< Less Than

1.1 Background of the Study

1.2 Problem Statement

Source: MCMC (2020, p.65)

Figure 1.1: Online Content Sharing Platforms

These are the research questions for this study:

1.4 Research Objectives

The research objectives are:

1.5 Scope of the Study

1.6 Significance of Study

1.7 Definition of Term

1.7.1 Purchase Intentions

1.7.2 Hipster Cafe

1.7.4 Service Quality

1.8 Organization of the Proposal

This proposal covers chapters 1 to 3. Chapter 1 examined the study background,

Chapter 2 covers literature review, including introduction, underpinning theory,

2.2 Underpinning Theory

2.2.1 The Theory of Planned Behavior (TPB)

Furthermore, another idea emphasises how a person's attitude, perceived behavioural

2.3 Previous Studies

2.3.1 Purchase Intention

Shim et al. (2021) investigated the determinants of purchasing intention at Starbucks

2.3.3 Service Quality

In a service factory like a fast-food restaurant, making customers loyal by offering

Service providers provide high-quality services to be competitive. Restaurant service

Previous research factor determining customer purchasing intention for eco-friendly