ANALYSIS OF CONSUMER PURCHASE INTENTION TOWARDS SUSTAINABLE FOOD AT FARM TO TABLE CONCEPT RESTAURANTS

Belinda Putri Santosa, Suhaeni Suhaeni, Indrajit Wicaksana

Abstract


In consumer behavior studies, the Theory of Planned Behavior (TPB) has been widely used in analyzing consumer purchase intentions and behavior. The farm to table concept has been widely applied in the agricultural sector, its application in restaurants is a challenge in attracting consumer purchase intentions, as well as becoming a sustainable business idea. Mas Ihsan 4 Cikampek Restaurant is one of the simple restaurants that aims to provide food with a farm to table concept that prioritizes the use of local, fresh and premium food ingredients in Cikampek. This study aims to analyze the factors influencing consumer purchase intentions at the farm to table restaurant in Mas Ihsan 4 Cikampek. The method used is SEM-PLS analysis to determine the influence on consumer purchase intentions. The results showed that the attitude variable (X1) and perceived behavioral control (X3) had a positive and significant effect, while subjective norms (X2) had no effect and were not significant on consumer purchase intentions (Y).

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DOI: http://dx.doi.org/10.25157/jimag.v13i3.24295

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