Product types in moderating the process of buying street foods
- 10.2991/insyma-18.2018.37How to use a DOI?
- consumer behavior, positive attitude, purchase intention
This study aims to examine the effects of price, quality, and ease in obtaining on positive attitudes and intentions to buy street food moderated by product types (traditional meals and modern meals). The sample consists of 1000 individuals. Multi-group SEM is a statistical tool selected to elaborate the relationships between variables that are conceptualized. The results indicate that before the product type is separated, price and quality are the variables that influence the positive attitude and the intention of buying the traditional food, while the ease of getting not. When this type of product is separated, the results indicate that in snack foods, the price, quality and ease of obtaining are the variables that affect the positive attitude, but do not affect the purchasing intentions. For restaurant food, that price and quality are the variables that influence positive attitude and purchase intention, while not for purchase intention.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Budhi Haryanto AU - Djoko Purwanto AU - Amina Sukma Dewi PY - 2018/03 DA - 2018/03 TI - Product types in moderating the process of buying street foods BT - Proceedings of the 15th International Symposium on Management (INSYMA 2018) PB - Atlantis Press SP - 148 EP - 152 SN - 2352-5398 UR - https://doi.org/10.2991/insyma-18.2018.37 DO - 10.2991/insyma-18.2018.37 ID - Haryanto2018/03 ER -