PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

It is now a trend among the younger generation Malaysians to meet with family and friends over a cup of coffee at cafes. This has led to the mushrooming of many western and local themed cafes in the country. The objective of this research is to measure the frequency of Generation Y patronising cafes in Malaysia. Factors such as the location of the cafe, quality of product, atmosphere, and price are used as variables. Data was analysed using multiple regression to test all relationships in the model. The findings indicate that there is a significant relationship between quality of product and price.