Assessment of street food purchase intention based on food hygiene and purchase decision analysis in Jakarta
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Abstract
Street food serves as a cultural identity and contributes to the local economy; however, it is often associated with food safety and food hygiene. This research assesses the influence of food hygiene towards purchase intention in Indonesia, specifically examining the roles of perceived risk and customer trust. Data was collected from street food customers in Jakarta and was analyzed using the Robust Regression Method. Results found that there was no direct link between food hygiene and customer’s purchase intention, however there was a direct link between food hygiene and consumers’ trust. On the other hand, perceived risk affects food purchase, but interestingly it does not affect consumer’s trust, whereas consumer’s trust influences purchase intention. These findings differ slightly from other similar studies in other countries, which often show a direct connection between hygiene and purchase intention and perceived risk with consumers’ trust. This suggests that in the Indonesian context, there are other factors contributing to the result that could be further research. Nevertheless, this research offers a valuable framework for street food vendors, the government and other stakeholders in Indonesia to ensure proper steps and measures are taken to ensure the sustainability of street food business in the long term.
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