Osman, ‘Ismah, Masdek, N.R.N.M., Ibrahim, N.A., Ghul, Z.H., Bakar, N.A., Hamid, N.H.A., Ratnasari, R.T. and Husin, S. 2026. WHAT DRIVES SATISFACTION? EXPLORING CONSUMPTION VALUES OF KOREAN INSTANT FOOD CONSUMERS IN MALAYSIA. ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME’S (AIJBES). 8, 29 (Sep. 2026), 2295–2313. DOI:https://doi.org/10.35631/AIJBES.829132.