The Influence of Perceived Authenticity and Price Fairness on The Purchase Intention at Samwon House Restaurant Jakarta

Hotel Management Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University Jakarta, Indonesia 11480

^* Corresponding author: ikusumawardhana@binus.edu

Abstract

This study aims to determine the effect of perceived authenticity and price fairness on the desire to try Korean food at the Samwon House restaurant in Jakarta. The sampling technique used is purposive sampling. This research is included in quantitative research. This study’s data source is primary data. Data was taken using a questionnaire distributed to respondents. This study has three variables: two independent variables, perceived authenticity and price fairness, and a dependent variable, willingness to try (purchase intention). This research method uses SPSS to analyse data according to research. This study investigates the impact of perceived authenticity and price fairness on consumers’ purchase intentions to try Korean food at Samwon House Restaurant in Jakarta. A survey was conducted among respondents who had experienced Korean cuisine. The results indicate that perceived authenticity and price fairness have a significant positive influence on purchase intention. Furthermore, price fairness was found to have a stronger effect on purchase intention than perceived authenticity. The findings suggest that Samwon House Restaurant can increase its purchase intention by enhancing perceived authenticity and maintaining price fairness. The study provides insights for marketers and practitioners in the food service industry to develop effective marketing strategies to attract consumers.