The Influences of Perceived Food Quality, Price Fainess, and Satisfaction on Customers Revisit Intentions Towards Consume Organic Food Restaurants in Yogyakarta
Abstract
When COVID-19 began to attack various countries, people began to realize how important it is to eat healthy food. People started looking for healthy food even when they ate at restaurants. This study aims to conduct research on people's interest in buying organic food in restaurants in Yogyakarta using two theories: Theory of Planned Behavior and Theory of Consumer Behavior. The aim is to find out whether there is a positive relationship between Perceived Food Quality to Price Fairness, and Customer Satisfaction, Price Fairness to Customer Satisfaction, and Satisfaction to Revisit Intention, to restaurants in Yogyakarta. A total of 250 people participated in the study by filling out questionnaires, and data processing programs using SMART PLS. The results showed that there was a positive relationship between the following variables: perception of food quality with price fairness, perception of food quality with customer satisfaction, price fairness with customer satisfaction, and customer satisfaction with the intention of visiting again.
Downloads
References
Abrantes Ferreira, D., Gonçalves Avila, M., & Dias de Faria, M. (2010). “Corporate social responsibility and consumers’ perception of priceâ€, Social Responsibility Journal, 6(2), 208–221. doi:10.1108/17471111011051720
Acharya, S., Mekker, M., & Vos, J.D. (2023). “Linking Travel Behavior and Tourism Literature: Investigating The Impact of Travel Satisfaction on Destination Satisfaction and Revisit Intentionâ€, Transportation Research Interdisciplinary Perpectives. 17, 100745. https://doi.org/10.1016/j.trip.2022.100745.
Ajzen, I. (1991). “The Theory of Planned Behaviorâ€, Organizational Behavior and Human Decision Processes, 50 (2), 179-211.
Ali, T., & Ali, J. (2020). “Factors affecting the consumers’ willingness to pay for health and wellness food productsâ€, Journal of Agriculture and Food, 2.
Arifianti, N. (2019). “Pengaruh Media Sosial dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Sarang Madu Murni dan Pengelolaan Media Sosial di Sarang Madu Murniâ€, Skripsi. UIN Syarif Hidayatullah Jakarta
Basri, Nur, A,H., Ahmad, R., Anuar, F., & Ismail, K,A. (2016). “Effect of Word of Mouth Communication on Consumer Purchase Decision: Malay Upscale Restaurantâ€, Social and Behavioral Sciences, 222, 324-331. doi: 10.1016/j.sbspro.2016.05.175.
Bechwati, N. N., Sisodia, R. S., & Sheth, J. N. (2009). “Developing a model of antecedents to consumers’ perceptions and evaluations of price unfairnessâ€, Journal of Business Research, 62(8), 761–767. doi:10.1016/j.jbusres.2008.09.004
Bickart, B., & Schindler, R. M. (2001). “Internet forums as influential sources of consumer informationâ€, Journal of Interactive Marketing, 15(3), 31–40. doi:10.1002/dir.1014.
Blanco-Gonzalez, A., Diez-Martin, F., Cachon-Rodriguez, G., & Prado-Roman, Camilo. (2020). “Contribution of Social Responsibility to the Work Involvement of Employeesâ€, Wiley. Doi: 10.1002/csr/1978.
Chien, M. C. (2016). “An empirical study on the effect of attractiveness of ecotourism destination on experiential value and revisit intentionâ€, Journal of Applied Ecology and Environmental Research, 15(2), 43-45.
Chin, R. L. (1998). Laxative-Induced Hypokalemia. Annals of Emergency Medicine, 32(4), 517–518. doi:10.1016/s0196-0644(98)70189-1
Dean, D. H., & Lang, J. M. (2008). “Comparing three Signal of Service Qualityâ€, Journal of Service Marketing, 22(1), 48-58.
Ditlevsen, K., Sandøe, P., & Lassen, J. (2019). “Healthy Food is Nutritious, But Organic Food is Healthy Because it is Pure: The Negotiation of Healthy Food Choices by Danish Consumers of Organic Foodâ€, Food Quality and Preference, 71, 46–53. https://doi.org/10.1016/j.foodqual.2018.06.001.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). “Effects of price, brand, and store information on buyers’ product evaluationsâ€, Journal of Marketing Research, 28(3), 307. doi:10.2307/3172866.
Fallon, A., Gurr, S., Hannan-Jones, M., & D.Baur, J. (2008) “Use of The Acute Care Hospital Foodservice Patient Satisfaction Questionnaire to Monitor Trends in Patient Satisfaction With Foodservice at an Acute Care Private Hospitalâ€, Nutrition & Dietetics, 65: 41-46. Doi: 10.1111/j.1747-0080.2007.00219.x.
Fernandes, T., & Calamote, A. (2016). “Unfairness in consumer services: Outcomes of differential treatment of new and existing clientsâ€, Journal of Retailing and Consumer Services, 28, 36–44. doi:10.1016/j.jretconser.2015.08.
Ghozali, Imam. (2008). “Structural Equation Model. Metode Alternatif dengan Partial Least Square (PLS)â€, Edisi Ketiga. Badan Penerbit Universitas Diponegoro, Semarang.
Ghozali, Imam. (2011). “Aplikasi Analisis Multivariate dengan Program IBM SPSS 20â€, Badan Penerbit Universitas Diponegoro, Semarang.
Ghozali, I. (2002). “Aplikasi Analisis Multivariat dengan Program SPSSâ€, Semarang, Badan Penerbit Universitas Diponegoro.
Ghozali, Imam dan Latan, Hengky. (2014). “Partial Least Square Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 untuk penelitian Empirisâ€, Universitas Diponegoro Semarang, Semarang.
Grunert, K. G. (2007). â€How consumers perceive food qualityâ€. Understanding Consumers of Food Products, 181–199. doi:10.1533/9781845692506.2.18
Gustavsen, G W., & Hegnes, A W. (2020). “Individuals’ personality and consumption of organic foodâ€, Journal of Cleaner Production 245 (2020) 118772
Han, Heesup., & Hyun, Sunghyup, S. (2017). “Impact of Hotel-Restaurant Image and Quality of Physical-Environment, Service, and Food on Satisfaction and Intentionâ€, International Journal of Hospitality Management, 63, 82-92. https://doi.org/10.1016/j.ijhm.2017.03.006
Harrison-Walker, L J. (2001). “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedentsâ€, Journal of Service Research.
Haryono, S. (2017). “Metode SEM Untuk Penelitian Manajemen AMOS LISREL PLSâ€, Luxima Metro Media, Jakarta Timur.
Huang, S., Shen, Y., & Choi, C. (2015). “The Effects of Motivation, Satisfaction And Perceived Value On Tourist Recommendationâ€, Travel and Tourism Research Association: Advancing Tourism Research Globally, 5.
Hughner, R S., McDonagh, P., Prothero, A., Shultz II, C J., & Stanton, J. (2007). “Who are organic food consumers? A compilation and review of why people purchase organic foodâ€, Journal of Consumer Behaviour, Mar.–Jun.
Jang, S. C. & Namkung, Y. (2008). “Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurantsâ€, Journal of Business Research, 62, 451-460.
Jeong, J., and Seo, S. (2014). “Importance of Satisfaction with Food for Older Adults Quality of Lifeâ€, British Food Journal, Vol. 116, p 1276-1290. https://dx.doi.org/10/1108/BFJ-01-2013-0019.
Jerry C. O., and Jacob J. (1972). “Cue utilization in the quality perception process, in SV - Proceedings of the Third Annual Conference of the Association for Consumer Research, edsâ€, M. Venkatesan, Chicago, IL : Association for Consumer Research, Pages: 167-179.
Jin, N. (Paul), Lee, S., & Huffman, L. (2012). “Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivationâ€, Journal of Travel & Tourism Marketing, 29(6), 532–551. doi:10.1080/10548408.2012.701552
Khuswah, S., Dhir, A., Sagar,M., & Gupta, B. (2019). “Determinants of Organic Food Consumption. A Systematic Literature Review on Motives and Barriersâ€, Appetite, 143, 104402. https://doi.org/10/1016/j.appet.2019.104402.
Kim, H. J., Park, J., Kim, M.-J., & Ryu, K. (2013). â€Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Koreaâ€. International Journal of Hospitality Management, 33, 397–405. doi:10.1016/j.ijhm.2012.10.010
Konuk, F. A. (2018). “Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic foodâ€, Journal of Consumer Behaviour, 17(2), 141–148. doi:10.1002/cb.1697
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 Restaurantsâ€, Journal of Retailing and Consumer Services, 50, 103-110.
L. Dube, E. Trudeau, M. Belanger (1994). “Determining the complexity of patient satisfaction with foodservicesâ€, J. Am. Diet Assoc, 94, 394-400
Lachat, T., Wermelinger, B., Gossner, M, M., Bussler, H., Isacsson, G., & Muller, J. (2012). “Saproxylic Beetles as Indicator Species for Dead-Wood Amount and Temperature in European beech Forestsâ€, Ecological Indicators. 23, 323-331. https://doi.org/10.1016/j.ecolind.2012.04.013
Lindstrom, H., Lundberg, S., & Marklund, Per-Olov. (2020). “How Green Public Procurement can Drive Conversion of Farmland: An Empirical Analysis of an Organic Food Policyâ€, Ecological Economics. 172, 106622. https://doi.orrrg/10.1016/j.ecolecon.2020.106622
Lu Lu., and Chi, C, G.(2018). “An Examination of The Perceived Value of Organic Diningâ€, International Journal of Contemporary Hospitality Management, https://doi.org/10.1108/JCHM-05-2017-0267.
Marian, L., Chrysochou, P., Krystallis, A., & Thøgersen, T. (2014). “Food Quality and Preferenceâ€. http://dx.doi.org/10.1016/j.foodqual.2014.05.001
MartÃnâ€Consuegra, D., Molina, A., & Esteban, Ã. (2007). “An integrated model of price, satisfaction and loyalty: an empirical analysis in the service sectorâ€, Journal of Product & Brand Management, 16(7), 459–468. doi:10.1108/10610420710834913
Namin, A. (2017). “Revisiting customers’ perception of service quality in fast food restaurantsâ€, Journal of Retailing and Consumer Services, 34, 70–81. doi:10.1016/j.jretconser.2016.09
Namkung, Y., & Jang, S. (2007). “Does food quality really matter in restaurants? its impact on customer satisfaction and behavioral intentionsâ€, Journal of Hospitality & Tourism Research, 31(3), 387–409. doi:10.1177/1096348007299924
Nelson, James A., Lesser, J., James, W, Ryan., Behringer, D, P., Furka, V., & Doerr, J, C. (2019). “Food Web Response to Foundation Species Change in a Coastal Ecosystemâ€, Elsevier, Food Web. https://doi.org/10.1016/j.fooweb.2019.e00125
Oh, H. (2000). “The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentionsâ€, Journal of Hospitality & Tourism Research, 24(2), 136–162. doi:10.1177/109634800002400202
Oliver, R. L. (1980). “A cognitive model of the antecedents and consequences of satisfaction decisionsâ€, Journal of Marketing Research, 17(4), 460–469. doi:10.1177/002224378001700405
Omar, M, S., Ariffin, H, F., & Ahmad, R. (2015). “Service Quality, Customers Satisfaction and the Moderating Effects of Gender: A Study of Arabic Restaurantsâ€, Social and Behavioral Sciences, 224, 384-392.
Oude, O. P. A. M., & Van, T. H. C. M. (1995). “Perceived quality: A market driven and consumer oriented approachâ€, Journal of Food Quality and Preference, 6(3), 177–183. doi:10.1016/0950-3293(94)00028-t
Ozguven, Nihan. (2012). “Organic foods motivations factors for consumersâ€, Procedia - Social and Behavioral Sciences 62 ( 2012 ) 661 – 665.
Pitic, L., Brad, S., & Pitic, D. (2014). “Study on Perceived Quality and Perceived Fair Priceâ€. Procedia Economics and Finance, 15, 1304-1309.
Qin, H., Prybutok, V. R., & Zhao, Q. (2010). “Perceived service quality in fastâ€food restaurants: empirical evidence from Chinaâ€, International Journal of Quality & Reliability Management, 27(4), 424–437 . doi:10.1108/02656711011035129
Ramanathan, R., Di, Y., & Ramanathan, U. (2016). “Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurantâ€, International Journal, 23(2), 469–486. doi:10.1108/bij-01-2015-0012
Ryu, K., & Lee, J. S. (2013). “Examination of restaurant quality, relationship benefits, and customer reciprocity from the perspective of relationship marketing investmentâ€, Journal Hospitality & Tourism Research, 20(10), 1-27.
Ryu, K., Han, H., & Kim, T. H. (2008). “The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentionsâ€, International Journal of Hospitality Management, 27, 459-469.
Sanchez, J., Callarisa, L., Rodriguez, R, M., & Moliner, M, A. (2006). “Perceived Value of the Purchase of a Tourism Productâ€, Tourism Management, 27, 394-409. Doi: 10.1016/j.tourman.2004.11.007.
Shin, J., & Mattila, A.S. (2019). “When Organic Food Choices Shape Subsequent Food Choices: The Interplay of Gender and Health Consciousnessâ€, Int. J. Hosp. Manag. 76, 94–101.
Sultan, P., Tarafder, T., Pearson, D., & Henryks, J. (2019). “Intention-Behaviour Gap and Perceived Behavioural Control-Behavioural Gap in Theory of Planned Behaviour: Moderating Roles of Communication, Satisfaction and Trust in Organic Food Consumptionâ€, Food Quality and Preference, https://doi.org/10.1016/j.foodqual.2019.103838
Sweeney, J, C., & Soutar, G, N. (2001). “Consumer Perceived Value: The Development of a Multiple Item Scaleâ€, Journal of Retailing, 77, 203-220.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). “Behavioral Reasoning Perspectives on Organic Food Purchaseâ€, Appetite, 154, 104786. https://doi.org/10.1016/j.appet.2020.104786.
Teas, R. K., & Agarwal, S. (2000). “The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and valueâ€, Journal of the Academy of Marketing Science, 28(2), 278–290. doi:10.1177/0092070300282008.
Teng, C. C., & Lu, C. H. (2016). “Organic Food Consumption in Taiwan: Motives, Involvement, and Purchase Intention Under The Moderating Role of Uncertaintyâ€, Appetite, 105, 95–105
Tsiotsou, Rodoula. (2006). “The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions'', International Journal of Consumer Studies, 207-217. Doi: 10.1111/j.1470-6431.2005.00477.x.
Villamiel, M., & Mendez-Albinana, P. (2022). “Update of Challenges for Food Quality and Safety Management'', Journal of Agriculture and Food Research, 10, 100393. https://doi.org/10.1016/j.jafr.2022.100393.
Wang, E. S.-T. (2015). “Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preferenceâ€, British Food Journal, 117(2), 553–564. doi:10.1108/bfj-09-2013-0260.
Williams, P., & Walton, K. (2011). “Plate Waste in Hospitals and Strategies for Changeâ€, e-SPEN, the European e-Journal of Clinical Nutrition and Metabolism, 6, e235-e241. Doi: 10.1016/j.eclnm.2011.09.006.
Xia, L., Monroe, K.B., & Cox, J.L. (2004). “The Price is Unfair! A Conceptual Framework of Price Fairness Perceptionsâ€, J. Mark. 68 (4), 1–15.
Yadav, R. (2016). Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation. Journal of Retailing and Consumer Services, 33, 92–97. doi:10.1016/j.jretconser.2016.08.008
Yadav, R., & ; Pathak, G. S. (2016). “Young Consumers' intention towards buying green products in a developing nation: Extending the theory of planned behaviorâ€, Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120
Yang, K., Kim, J., Min, J., & Hernandez-Calderon, A. (2021). “Effect of Retailers Service Quality and Legitimacy on Behavioral Intention: The Role of Emotions During COVID-19â€, The Service Industries Journal, 41:1-2, 84-106. Doi: 10.1080/02642069.2020.1863373.
Zeithaml, V.A., (1998). “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidenceâ€, Journal of Marking, 52, 2-22.
Zeithaml, V. A., & Bitner, M. J. (2003). “Services marketing: Integrating customer focus across the firm (3rd ed.)â€, Boston, New York: McGraw-Hill.
Zeithaml, V. A., & Parasuraman, A. (1988). “Servqual: A multiple-item scale for measuring consumer perceptions of service qualityâ€, Journal of Retailing, 64(1).
Zikmund, J. A., & Goodwin, J. K. (2006). â€Obesity in Native American Eldersâ€. Journal of the American Dietetic Association, 106(8), A75. doi:10.1016/j.jada.2006.05.226
Copyright (c) 2022 Rakha Fathin Prakoso
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.