David Hosanna Chianardi, Anggraeni Permatasari


In early 2020, the first case of CV19 was reported in Indonesia. Frozen food becomes a popular choice for someone who is looking for convenience and practical purpose during the pandemic. This paper aims to reveal the influence of perceived value, brand image, price fairness, product packaging, consumers’ lifestyle on frozen food purchase intention during CV19 in the Greater Jakarta area. This study used quantitative method with multiple regression analysis. An online questionnaire was distributed to respondents. The result from 154 respondents who have ever bought frozen food during CV19 was collected as the primary data. In the data collection process, the convenience and snowball sampling technique were utilized. For data analysis, the researcher used multiple regression analysis. The result shows that perceived value, product packaging, and consumers’ lifestyle significantly influence purchase intention towards frozen food during CV19. However, brand image and price fairness don’t influence purchase intention towards frozen food during CV19.

Keywords: Purchase Intention, Perceived Value, Brand Image, Price Fairness, Product Packaging, Consumers’ Lifestyle, Covid-19 Pandemic.

Full Text:



Ardisty, C. (2020). Berikut Daftar 40 Mal yang Tutup Akibat PSBB di DKI Jakarta, Dukung Pemutusan Rantai Penyebaran Virus Corona - Semua Halaman - HIts. https://hits.grid.id/read/482096873/berikut-daftar-40-mal- yang-tutup-akibat-psbb-di-dki-jakarta-dukung-pemutusan-rantai-penyebaran-virus-corona?page=all

Ahmad, N., Billoo, M., & Lakhan, A. (2012). Effect of Product Packaging on consumer buying decision. Journal of Business Strategies.

Ahmat, N. C., Radzi, S. M., Zahari, M. S. M., Muhammad, R., Aziz, A. A., & Ahmad, N. A. (2011). The effect of factors influencing the perception of price fairness towards customer response behaviors. Journal of Global Management.

Brata, B. H., Husani, S., & Ali, H. (2017). “The Importance of Training Programs in the Improvement of the Performance of Employees In The Petroleum Companies”- Case of Sonatrach Company - The Regional Directorate of BERKAOUI (Ouargla- Algeria). Saudi Journal of Business and Management Studies, 433–445. https://doi.org/10.21276/sjbms

Bilal, M., Mason, C., Farid, M., Iqbal, H., & Abdelnabi, M. (2015). Consumers Attitude Towards Organic Food.

Procedia Economics and Finance, 31(15), 444– 452. https://doi.org/10.1016/S2212-5671(15)01219-8

CDCP. (2020). Social Distancing, Quarantine, and Isolation.https://www.cdc.gov/coronavirus/2019- ncov/prevent-getting-sick/social-distancing.html

Chang, C., Tsai, J., Hung, S., & Lin, B. (2015). Behaviour & Information Technology A hybrid decision-making modelforfactorsinfluencingthepurchaseintentionsoftechnologyproducts :themoderatingeffectoflifestyle. June, 37–41.https://doi.org/10.1080/0144929X.2015.1019566

Chao, R., & Liao, P.-C. (2016). The Impact of Brand Image and Discounted Price on Purchase Intention in Outlet Mall : Consumer Attitude as Mediator. The Journal of Global Business Management, 12(2), 119–128. http://www.jgbm.org/page/14 Ren-Fang Chao.pdf

Chapuis, J.-M. (2012). Price Fairness Versus Pricing Fairness. SSRN Electronic Journal, March 2012. https://doi.org/10.2139/ssrn.2015112

Cherry, K. (2015). Sample Types and Errors in Research. https://www.verywellmind.com/what-is-a-sample-2795877

Chinomona, R. (2016). African Journal of Economic and Management Studies Article information : African Journal of Economic and Management Studies, VII(1). https://doi.org/10.1108/AJEMS-06-2016-0088

Delİce, A. (2001). The sampling issues in quantitative research. Educational Sciences: Theory & Practices, 10(4), 2001–2019. https://doi.org/10.4135/9781849208901

Diamantopoulos, A., Schlegelmilch, B., & Palihawadana, D. (2011). The relationship between country-of-origin image and brand image as drivers of purchase intentions: A test of alternative perspectives. International Marketing Review, 28(5), 508–524. https://doi.org/10.1108/02651331111167624

DoctorNDTV. (2018). Beware! The Truth About Frozen Foods; Their Impact On Health. https://doctor.ndtv.com/living-healthy/beware-the-truth-about-frozen-foods-their-impact-on-health-1903671

Dörnyei, Z., & Griffee, D. T. (2010). Research Methods in Applied Linguistics. TESOL Journal. https://doi.org/10.5054/tj.2010.215611

Etikan, I., & Bala, K. (2017). Sampling and sampling methods. 5(6), 215–217. https://doi.org/10.15406/bbij.2017.05.00149

Febriani, G. A. (2020). Cerita Wanita Raih Peluang Bisnis dari WFH, Jual Makanan Beku. https://wolipop.detik.com/worklife/d-4982788/cerita-wanita-raih-peluang-bisnis-dari-wfh-jual-makanan-beku

Fernandes,T.,&Calamote,A.(2016).JournalofRetailingandConsumerServicesUnfairnessinconsumerservices : Outcomesofdifferentialtreatmentofnewandexistingclients.JournalofRetailingandConsumerServices,28, 36–44.https://doi.org/10.1016/j.jretconser.2015.08.008

Flint,D.J.,Blocker,C.P.,&Boutin,P.J.(2011).Customervalueanticipation,customersatisfactionandloyalty:An empirical examination. Industrial Marketing Management, 40(2), 219–230. https://doi.org/10.1016/j.indmarman.2010.06.034

Fusaro, D. (2020). Why Frozen Foods Are Hot Right Now. https://www.foodprocessing.com/articles/2020/frozen- foods/

Greener, S. (2008). Business Research Methods.[e-book] Dr. In Sue Greener and Ventus Publishing ApS. Available through:< http://www. bookbon. com>[Accessed 9 May 2011]. http://gent.uab.cat/diego_prior/sites/gent.uab.cat.diego_prior/files/02_e_01_intro duction-to-research- methods.pdf

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate Data Analysis (MVDA). In Pharmaceutical Quality by Design: A Practical Approach. https://doi.org/10.1002/9781118895238.ch8

Hamdani, T. (2020a). Ribuan Restoran Tutup Imbas Corona, 200 Ribu Orang Dirumahkan & PHK.https://finance.detik.com/berita-ekonomi-bisnis/d-4982667/ribuan-restoran-tutup-imbas-corona-200-ribu- orang-dirumahkan--phk

Hamdani, T. (2020b). Sudah 6.800 Restoran Tutup Gara-gara Corona. https://finance.detik.com/berita-ekonomi- bisnis/d4982564/sudah-6800-restoran-tutup-gara-gara-corona

Hapsari, C. (2020). Yang lain kolaps, 4 bisnis ini justru moncer saat pandemi. https://www.hops.id/yang-lain-kolaps- 4-bisnis-ini-justru-moncer-saat-pandemi/

Homburg,C.,Totzek,D.,&Krämer,M.(2014).Howpricecomplexitytakesitstoll :Theneglectedroleofasimplicity bias and fairness in price evaluations. Journal of Business Research, 67(6), 1114–1122. https://doi.org/10.1016/j.jbusres.2013.05.049

Hu,H.H.,Kandampully,J.,&Juwaheer,D.D.(2009).Relationshipsandimpactsofservicequality,perceivedvalue, customer satisfaction, and image: An empirical study. Service Industries Journal, 29(2), 111–125. https://doi.org/10.1080/02642060802292932

Ihsanuddin. (2020). Fakta Lengkap Kasus Pertama Virus Corona di Indonesia. https://nasional.kompas.com/read/2020/03/03/06314981/fakta-lengkap-kasus-pertama-virus-corona-di- indonesia

Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45–59. https://doi.org/10.1080/20932685.2015.1110041

Itani, O. S., Kassar, A. N., & Loureiro, S. M. C. (2019). Value get, value give: The relationships among perceived value,relationshipquality,customerengagement,andvalueconsciousness.InternationalJournalofHospitality Management, 80(January), 78–90.https://doi.org/10.1016/j.ijhm.2019.01.014

Keating, G. (2019). What’s Behind the Growth in the Frozen Food Category? https://www.hangar- 12.com/blog/whats-behind-the-growth-in-the-frozen-food-category

Keller, K. L. (2001). Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands Building Customer-BasedBrandEquity :ABlueprintforCreatingStrongBrands.JournalofMarketingCommunications. https://doi.org/10.1080/13527260902757530

Khan,M.M.,Waheed,S.,&Ahmad,N.(2018).ProductPackagingandConsumerPurchaseIntentions.MarketForces College of Management Sciences, 13(2), 97–114.

Konuk, F. A. (2018a). Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food. Journal of Consumer Behaviour, 17(2), 141–148. https://doi.org/10.1002/cb.1697

Konuk, F. A. (2018b). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43(April), 304–310. https://doi.org/10.1016/j.jretconser.2018.04.011

Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50(March), 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005

Lahap,J.,Ramli,N.S.,Said,N.M.,Radzi,S.M.,&Zain,R.A.(2016).AStudyofBrandImagetowardsCustomer’s Satisfaction in the Malaysian Hotel Industry. Procedia - Social and Behavioral Sciences, 224(August 2015), 149–157.https://doi.org/10.1016/j.sbspro.2016.05.430

Magnier, L., & Schoormans, J. (2015). Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern. Journal of Environmental Psychology, 44, 53–62. https://doi.org/10.1016/j.jenvp.2015.09.005 Maucash. (2020). Dampak Virus Corona Terhadap Perekonomian Global - Maucash. https://maucash.id/dampak-covid19-terhadap-bisnis-usaha-kecil-menengah-ukm-di- indonesia

Mehmet, S. (2020). Frozen food demand will continue beyond the pandemic, suggests survey. https://www.newfoodmagazine.com/news/110340/frozen-food-demand-will-continue-beyond-the-pandemic- suggests-survey/

Mohsen,A.,Zomorrodi,M.,&Gholizadeh,M.H.(2018).Islamicsymbolsinfoodpackagingandpurchaseintention of Muslim consumers. Journal of Islamic Marketing, 9(1), 117–131. https://doi.org/10.1108/JIMA-11-2014- 0076

Naami,A.,Rahimi,Z.,&Ghandvar,P.(2017).TheEffectofPerceivedValue,PerceivedRisk,andPriceonCustomers Buying Intention (Case Study: Employees of Presov Electronics Company). International Review of Management and Marketing, 7(5),164–170.

Permatasari, A., & Kuswadi, E. (2017). The Impact of Social Media on Consumers ’ Purchase Intention : A Study of Ecommerce Sites in Jakarta , Indonesia The Impact of Social Media on Consumers ’ Purchase Intention : A StudyofEcommerceSitesinJakarta,Indonesia.ReviewofIntegrativeBusinessandEconomicsResearch,6(1), 321–335.

Pollalis,Y.,&Basias,N.(2018).QuantitativeandQualitativeResearchinBusinessTechnology:JustifyingaSuitable Research Methodology. Review of Integrative Business and Economics Research, 7(1),91–105.

Qing, P., Lobo, A., & Chongguang, L. (2012). The impact of lifestyle and ethnocentrism on consumers’ purchase intentions of fresh fruit in China. Journal of Consumer Marketing, 29(1), 43–51. https://doi.org/10.1108/07363761211193037

Radika. (2020). Peluang Bisnis di Tengah Pandemi Covid-19 - Hadirr.com. https://www.hadirr.com/blog/peluang- bisnis-pandemi-covid-19/

Rahardjo, C. R. (2016). Faktor Yang Menjadi Preferensi Konsumen Dalam Membeli Produk Frozen Food. Jurnal Manajemendan Start-Up Bisnis, 1(1), 32–43.

Rahma, K. (2020). Laris Manis Makanan Beku Rumahan Tanpa Pengawet - Berempat. https://berempat.com/bisnis/kuliner-dan-restoran/12677/laris-manis-makanan-beku-rumahan-tanpa-pengawet/

Ramadhan, B. (2020). Perubahan Perilaku Belanja Konsumen Indonesia Saat Covid19. https://teknoia.com/perilaku- konsumen-indonesia-saat-covid-19- ee51b041464e

Raof, R. A., Othman, N., Noor, M., & Marmaya, N. H. (2017). Consumer’s Purchase Decision towards Canned Pineapple Products in Malaysia. International Journal of Business and Social Science, 8(9), 69–78. www.ijbssnet.com

Redman, R. (2020). Frozen foods become ‘sales powerhouse’ during coronavirus pandemic. https://www.supermarketnews.com/center-store/frozen-foods-become-sales-powerhouse-during-coronavirus- pandemic

Saichao, L. (2016). A study on factors affecting customer’s attitude toward intention to purcahse green products in bangkok, thailand. 1–79.

Saleem, M. A., Wasaya, A., & Zahra, S. (2017). Determinants of frozen food purchase intentions: Insights from a developing country. Indian Journal of Marketing, 47(7), 47–59. https://doi.org/10.17010/ijom/2017/v47/i7/116476

Sharma, G. (2017). Pros and cons of different sampling techniques. International Journal of Applied Research, 3(7), 749–752. www.allresearchjournal.com

Semuel,H.,&Chandra,S.S.(2014).TheAnalysisofCorporateSocialResponsibilityImplementationEffectstowards Price Fairness, Trust and Purchase Intention at Oriflame Cosmetics Product in Surabaya. Procedia - Social and Behavioral Sciences, 155(October), 42–47.https://doi.org/10.1016/j.sbspro.2014.10.253

Severi,E.,&Ling,K.C.(2013).Themediatingeffectsofbrandassociation,brandloyalty,brandimageandperceived quality on brand equity. Asian Social Science, 9(3), 125–137.https://doi.org/10.5539/ass.v9n3p125

Shoup, M. E. (2019). Frozen food is staging a comeback, says report, but many consumers still query its “healthy” credentials. https://www.foodnavigator-usa.com/Article/2019/02/25/Frozen-food-is-staging-a-comeback-says- report-but-many-consumers-still-query-its-healthy-credentials

Xiao,A.,Yang,S.,&Iqbal,Q.(2018).FactorsAffectingPurchaseIntentionsinGenerationY:AnEmpiricalEvidence from Fast Food Industry in Malaysia. Administrative Sciences, 9(1), 4.https://doi.org/10.3390/admsci9010004

Younus,S.,Rasheed,F.,&Zia,A.(2015).IdentifyingtheFactorsAffectingCustomerPurchaseIntention.Journalof Food Science, 5(3), 307–321.https://doi.org/10.1111/j.1365-2621.1940.tb17194.x

Zakaria, Z., Salim, M. R., Ahmad, Z., Haini, F., Ahmad, M., & Kamaludin, M. A. (2015). Trust as a Mediator in Determining Customers Purchase Intention of Halal Frozen Food Article Information. International Academic Research Journal of Social Science, 1(2), 283–289. http://www.iarjournal.com/wp- content/uploads/37-P283- 289.pdf


  • There are currently no refbacks.