THE INFLUENCE OF FOOD ADVERTISING ON UITM DUNGUN STUDENTS’ PURCHASING BEHAVIOR
DOI:
https://doi.org/10.35631/JTHEM.1145024Keywords:
Broadcast Advertising, Food Advertising, Print Advertising, Purchasing Behaviour, Media Social Advertising, University StudentsAbstract
This study examines the influence of food advertising on the purchasing behaviour of students at Universiti Teknologi MARA (UiTM) Dungun. Specifically, the research explores three primary advertising media: social media, broadcast, and print, to determine their impact on student consumption habits. In the current digital landscape, food products have become integral to the self-identification of young consumers, often being associated with specific lifestyle factors. A quantitative methodology was employed, utilising a structured questionnaire to collect data from UiTM Dungun students. The data were analysed using SPSS Version 28, employing descriptive statistics, correlation tests, and multiple regression analysis to examine the relationships between advertising media and purchasing behaviour. The findings indicate that social media advertising exerts the most significant influence on purchasing behaviour compared to broadcast and print media. This research provides marketers, food vendors, and policymakers with actionable insights to develop effective and health-conscious marketing strategies tailored to the university demographic.
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