The Effect Of Food Authenticity, Trend Awareness and Social Influence On Purchase Decision at Seroja Bake Cafe
DOI:
https://doi.org/10.55681/jige.v5i4.3590Keywords:
Food authenticity, trend awareness, social influence, purchase decisionAbstract
This study aims to analyze the effect of food authenticity, trend awareness, and social influence on purchasing decisions at Seroja Bake Café. The novelty of this study is that previous studies did not include the trend awareness variable on purchase decisions and only examined one of the dependent variables, namely food authenticity and social influence, so this study combines and adds a new variable, namely trend awareness on the influence of purchase decisions. The population is all consumers at Seroja Bake Café. With a sampling technique of purposive sampling, the sample in this study consisted of 166 respondents with the criteria Respondents are individuals who are consumers of Seroja Bake Café. Respondents have purchased from Seroja Bake Cafe consumers within a minimum of 1 month. Data collection was carried out by distributing questionnaires designed to measure respondents' perceptions of the variables studied. The data analysis technique used is Structural Equation Modeling-Partial Least Square (SEM-PLS). The results of the analysis show that the three independent variables have a significant influence on purchasing decisions. Food authenticity contributes significantly to building consumer trust in the quality and uniqueness of Seroja Bake Café products. In addition, trend awareness influences how consumers respond to the popularity and relevance of products to lifestyle. Social influence factors have also been shown to influence purchasing decisions, especially through recommendations from friends, family, or reviews on social media. These findings indicate that Seroja Bake Café can improve its marketing strategy by highlighting food authenticity, following relevant trends, and leveraging the power of social influence. The largest influencing factor is social influence as seen from the largest original sample value. This study provides insight for culinary business managers to develop a more effective marketing approach based on consumer preferences.
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