THE ROLE OF PURCHASE INTENTION ON INTERNATIONAL FOOD BRANDS DURING COVID-19 PANDEMIC

Sant Louis Liewin, Genoveva Genoveva

Abstract


The corona virus has attacked human life by taking away their freedom. Since the spread of the corona virus throughout the world at the end of 2019, every country has issued social distancing policies, including in Indonesia. The impact of this viral pandemic has damaged various existing businesses, including food franchises with international brands. The purpose of thisstudy isto analyze purchasing decisions at fast food franchises with international brands, assuming international brands already have cleanliness standards, high quality and a more comfortable environment (location), so that consumer confidence is more than other local brands. The trust factor is also used in this study as an intervening variable. This research is a quantitative study using an online questionnaire as a data collection tool. The valid questionnaires are filled in by 180 respondents. The sample used was non-purposived sampling with simple random sampling. Hypothesis testing uses the Structural Equation Model (SEM). The results showed that Food Safety, Food Quality and Environment had a significant effect on Purchasing Decisions during the COVID-19 pandemic. Meanwhile, Quality and Environment have a significant effect on trust, which is an intervening variable in this study. This study concludes that Food Safety, Food Quality, and Environment have a positive and significant effect on consumer confidence so that it affects purchasing decisions.

 

Keywords: Franchise, fast food, Covid-19, pandemic, trust, purchase decision.


Full Text:

PDF

References


Bretas, V.P.G & Alon, I (2020). The Impact of COVID-19 on Franchising in Emerging Markets: An Example from Brazil. Wiley Onnine Library, 39(6), Doi:10.1001/joe.22053.

Canny, I. U (2013). The Role of Food Quality, Servic Quality, and Physical Environment on Customer Satisfaction and Future Behavior Intentions in Casual Dining Restaurant. Proceeding : National Conference of Management Research VII, Palembang : November 2013.

Chairy, C., & Alam, M. E. (2019). The Influence Of Environmental Concern, Green Perceived Knowledge, And Green Trust On Green Purchase Intention. Jurnal Manajemen, 10(2), 131. https://doi.org/10.32832/jm-uika.v10i2.2431

Chen, W. (2013). The Effects of Different Types of Trust on Consumer Perceptions Of Food Safety. China Agricultural Economic Review, Vol. 5 (1), 43 – 65.

Coveney, J., Henderson, J., Meyer, S., Mamerow, L., Taylor, A., Ward, P., & Wilson, A. (2015.). Consumer trust. The SAGE Encyclopedia of Food Issues. SAGE publications Inc.

Crosby, Philip B. (1979), Quality is free : The Art of Making Quality Certain, New York : NewAmerican Library Deming, W. Edwards. (1982). Guide to Quality Control. Cambirdge: Massachussetts Institute of Technology.

Ding, Y., Veeman, M. M., & Adamowicz, W. L. (2015). Functional Food Choices: Impacts of Trust And Health Control Beliefs on Canadian Consumers’ Choices of Canola Oil. Food Policy, 52, 92-98. https://doi.org/10.1016/j.foodpol.2014.12.002.

Feigenbaum, Armand V. 1991. Total Quality Control. Trind Editions New York: McGraw Hill Inc.

Gilbert, R. J. 1983. Foodborne infections and intoxications—recent trends and prospects for the future, p. 47–66. In Food microbiology advances and prospects for the future.

Academic Press: London.

Hayuningtyas, W. H., & Widiyanto, I. (2015). Antecedent kepercayaan dan keputusan pembelian. Diponegoro Journal of Management, 4(4), 1-11.

Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Abdul, M. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer prespective. Sage Open, 5, 1-12.

Hopkins,S.E.E.(2020, 6 August). COVID-19 Map - Johns Hopkins Coronavirus Resource Center. Accessed 6 August 2020, from https://coronavirus.jhu.edu/map.html

Hui, D. S., E., I. A., Madani, T. A., Ntoumi, F., Kock, R., Dar, O., et al. (2020, Februari). The continuing 2019-nCoV epidemic threat of novel coronaviruses to global health— The latest 2019 novel coronavirus outbreak in Wuhan, China. International Journal of Infectious Diseases, 91, 264–66

Hung, A.S.S., W.-S., Ho, S.-H., & Sitohang, P. S. (2015). Influence of Green Marketing toward Purchase Intention of Green Products through Attitude: Survey on Indonesian and Taiwanese Students. International Journal of Humanities and Management Sciences, Vol. 3, Issue 4 , 198-202

International Franchise Association. Franchise Advocacy, Education and Opportunity. Retrived on June 23rd 2020 from https://www.franchise.org/

Ilmiyah, S. (2020, Februari 11). Surotul Ilmiyah — PBNU Menjawab Tantangan Virus Corona. Retrieved on 18th April, 2020, dari YouTube alobatnic: https://youtu.be/SPdc4WT8BCg.

Investor.id. (2020, 29 March). Mengelola Bisnis Waralaba Saat Pandemi. Accessed on 6th August 2020, from https://investor.id/opinion/mengelola-bisnis-waralaba-saat-pandemi

Kotler, P. & Amtrong, G (2016). Principles of Marketing. 16th

Pearson. edition, United Kingdom :

Liao, C., Luo, Y & Zhu, W. (2020). Food Safety Trust, Risk Perception, and Consumers’ Response to Company Trust Repair Action in Food Recall Crises. International Journal of Envoironment Research and Public Health, 17(4) : 1270. Doi: 10.3390/ijerph17041270.

Mahliza, F. (2020). Consumer trust in online purchase decision. EPRA International Journal of Multidisciplinary Research (IJMR),

(2), 142-149.

Mediaindonesia.com. (2020, 28 April). Industri Waralaba Terancam Gulung Tikar akibat Covid-19. Retrieved on 5 Agustus 2020, from https://mediaindonesia.com/read/detail/308456-industri-waralaba-terancam- gulung-tikar-akibat-covid-19

Meyer, S.B., Wilson, A.M. & Webb, T. (2017). In The Interest of Food Safety: A Qualitative Study Investigating Communication and Trust Between Food Regulators and Food Regulators and Food Industry in The UK, Australia and New Zealand, BMC Public Health, 17, 189.

Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter In Restaurants? Itsimpact On Customer Satisfaction And Behavioral Intentions Journal of Hospitality and Tourism Research, 31, 387–410.

Olaimat, A.O., Shahbaz, H.M., Fatima, N, Munir.S. & Holley, R.A. (2020). Food Safety During and After the Era of Covid-19 Pandemic. Frontiers in Microbiology, 11 : 1854. Doi: 10.3389/fmicb.2020.01854.

Perneger, T.V., Courvoisier, D.S., Hudelson, P.M & Ageron, A.G (2015). Sample size for Pre-Test of Questionnaires. Springer Link: Communication Journal, 24, 147-151.

Pressman, P., Naidu A.S & Clemens, R (2020). COVID-19 and Food Safety: Risk Management and Future Considerations.

Nutrition Today, 55(3), 125-128.

Rahmawati, S. A., & Widiyanto, I. (2013). Antecedent Keputusan Pembelian Online.

Diponegoro Journal of Management, 2(2009), 1– 11.

Rijswijk, W.V & Frewe, L.J (2008). Consumer Perception of Food Quality and Safety and Their Relation to Traceability.

Marketing and Consumer Behaviour, 110(10),

Rizou, M., Galanakis, I.M., Aldawoud, T.M.S & Galanakis, C.M (2020). Safety of foods, Food Supply Chain and Environment Within the Covid-19 Pandemic. Science Direct: Trends in Food Science and Technology. 102, 293-299

Sewu, P.L.S. (2004). Franchise: Pola Bisnis Spektakuler (dalam perpektif hukum & ekonomi). Bandung : Utomo

Schiffman, L., Kanuk, L. L., & Wisenblit, J. (2014). Consumer Behavior (10th ed.). New Jersey: Prentice Hall. Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R & D, (Bandung: Alfabeta, 2009), hlm.64

Sumarsono, Sonny, 2009, Manajemen Bisnis Waralaba, Yogyakarta: Graha Ilmu.

Utami, N.N. & Genoveva, G. (2020). The Influence of Brand Image, Halal Label, and Halal Awareness on Customers Purchasing Decision of Halal Cosmetic. Jurnal Muara Ilmu Eknomi dan Bisnis, 4(2), 355-365. Doi: 10.24912/jmieb.v4i2.8381.

Venter de Villiers, M., Chinomona, R., & Chuchu, T. (2018). The influence of store environmenton brand attitude, brand experience and purchase intention. South African Journal of Business Management, 49(1).

Wang, Y.-H., Chen, S.-T., & Chen, N.-N. (2016). An empirical study of the effect of green marketing on purchase intention -evidence from green restaurant. Advances in Management & Applied Economics, 6(4), 1-14

Zhang, P., & K. Penner. (1999). Prevalence of selected unsafe food consumption practices and their associated factors in Kansas. Journal of Food Safety. 19:289–297.




DOI: http://dx.doi.org/10.33021/icfbe.v1i1.1374

Refbacks

  • There are currently no refbacks.


Editorial Office:

Faculty of Business President University 
Jalan Ki Hajar Dewantara Mekarmukti
Cikarang Utara, Bekasi, Jawa Barat

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.