Research Project Submitted in Partial Fulfilment of the Requirements  For the Degree of Master of Business Administration Universiti Tun Abdul Razak

Nur Ismazatul Husna Binti Ismail

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Type :	Thesis
Subject :	Social Sciences
Main Author :	Nur Ismazatul Husna Binti Ismail
Title :	Research Project Submitted in Partial Fulfilment of the Requirements For the Degree of Master of Business Administration Universiti Tun Abdul Razak
Varying Form of Title :	The Influence of Product Quality and Service Quality on Brand Leadership: An Empirical Study of Fast-Food Industry Consumers
Content Type :	still image (rdacontent)
Media Type :	computer (rdamedia)
Carrier Type :	online resource (rdacarrier)

Place of Production :	Kuala Lumpur
Publisher :	Tun Razak Graduate School
Year of Publication :	2022
Physical Description :	ill, 71 pages
Corporate Name :	Unirazak Library
PDF Guest :	Click to view PDF file

Abstract : Unirazak Library

Abstract of the project paper submitted to the Senate of Universiti Tun Abdul Razak in partial fulfilment of the requirements for the Master of Business Administration. The Influence of Product Quality and Service Quality on Brand Leadership: An Empirical Study of Fast-Food Industry Consumers By Nur Ismazatul Husna Binti Ismail The objectives to this research is to study the influence of product quality and service quality on brand leadership. Hypothetical deductive study was designed to examinate the relationship between product quality, service quality and brand leadership. The quantitative research approach was applied with questionaries survey feedback from various fast-food industry consumers with sampling design of 107 respondents who participated in this research. This research extracted the data collection using Statistic Package for Social Sciences (SPSS) to validate the measurement model and test hypothesis. In sum, this study would be beneficial to explain the significant positive relationship between product quality and service quality on brand leadership.

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