The food and beverage (F&B) industry is important for small and medium enterprises (SMEs), offering opportunities for growth, job creation, and local economic impact. F&B SMEs meet diverse consumer demands with unique, high-quality products, helping sustain local economies and adapt quickly to change consumer preferences. In order to maintain growth and competitiveness in a dynamic market, SMEs in the F&B industry must comprehend and adjust to the quickly shifting preferences and purchasing behaviours of youth consumers. The aim of this study is to analyze the key factors that influence youth consumer purchase intention within SMEs in the F&B industry. Through a quantitative survey approach, data was gathered from 384 youth consumers to understand the factors influencing youth consumer purchase intention. The analysis of the data revealed a significant influence of social media, perceived quality and brand equity towards youth consumer purchase intention. The finding of this study highlighted the importance on developing a strong social media, guaranteeing product quality, and cultivating brand equity in order to increase consumer purchase intention. Future studies could examine the ways in which young consumers' purchase intention in the F&B SMEs are further shaped by new digital trends like influencer marketing and personalised online experiences.