Issue |
E3S Web of Conf.
Volume 388, 2023
The 4th International Conference of Biospheric Harmony Advanced Research (ICOBAR 2022)
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Article Number | 01009 | |
Number of page(s) | 6 | |
Section | Sustainable Infrastucture, Industry, Architecture, and Food Technology | |
DOI | https://doi.org/10.1051/e3sconf/202338801009 | |
Published online | 17 May 2023 |
The Analysis of Potential Market Preferences for Café Businesses on Healthy Food Purchase Decision
Entrepreneurship Department BINUS Business School Undergraduate Program, 11480 Bina Nusantara University, Indonesia
* Corresponding author: stefanny003@binus.ac.id
The healthy food business is growing in Indonesia. However, there are several factors that influence consumers' purchase decisions for healthy food dishes such as product, service, experience, price, and promotion. The purpose of this study is to analyze the influence of the above variables on consumers’ purchase decisions toward healthy food dishes. The research object in this study is Lexxy's Ground Café, a café project that offers a healthy food menu. This research applies quantitative research. The data analysis method is descriptive statistics and multiple regression. The data was collected using online questionnaires. The results reveal that simultaneously the product, promotion, price, service, and experience variables influenced healthy food purchasing decisions up to 68.1%. However, partially, service, promotion and price significantly influence the decisions to purchase healthy food. Yet, product and experience do not influence healthy food purchasing decisions. The findings in this study indicates that service in the culinary business becomes dominant influence for customers’ purchase decisions on healthy food dishes. Hence, the business owner should provide the best service to potential customers. The result of this study will provide a reference for the owner of café business to define the actions for their business expansion.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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