Consumer perceptions affect purchase intention of products or commodities. It also takes place for food commodities, including beef. Along with the increasing level of public welfare, demand for beef increases continuously, both for households and restaurants. The increasing demand also occurs on certain religious holidays. Since there is an imbalance between demand and supply, the price of beef becomes higher. One of the government's efforts to fulfill the need is by importing frozen beef. However, the lack of public understanding of frozen beef encourages them to choose fresh beef rather than frozen one. They think that frozen beef looks less fresh and has lower nutrients than fresh beef. Therefore, this study aims to analyze the factors that affect the intention of purchasing frozen beef mediated by the attitude toward frozen beef. Several factors were tested, namely nutritional content, sensory appeal, and price. The method in this study is quantitative with a questionnaire to buyers and decision makers in buying frozen beef. The research began with a pretest, then a wording test. After that, we conducted the main test with 544 respondents. The respondents are 20-50 years old, reside in Indonesia (57% in Greater Jakarta), and 61% are female. We examined the validity and reliability, then run a regression. The results of this study indicate the higher consumer perceptions of nutritional content, sensory appeal, and price, lead the higher the attitude towards frozen beef and in turn increase purchase intention. Therefore, Indonesian government should provide socialization related to nutrition and benefits of consuming frozen beef to the public through various media, pay attention to the sensory appeal of consumers through the quality of packaging and labeling, and control the price through increasing inventory and maximizing the distribution to overcome scarcity.
|Publication status||Published - 2018|
|Event||The 4th International Conference on Management Sciences Universitas Muhammadiyah Yogyakarta, Indonesia. - ID, Yogyakarta, Indonesia|
Duration: 1 Jan 2018 → …
|Conference||The 4th International Conference on Management Sciences Universitas Muhammadiyah Yogyakarta, Indonesia.|
|Period||1/01/18 → …|
- attitude, consumer perception, nutritional content, price, purchase intention, sensory appeal.