Understanding Customer Purchase Style Effect On Customer Satisfaction And Purchase Intention Toward Plant-Based Burgers

Wellem Ghori Wondiwoy, Eddy Yansen

Abstract


The main objective of this study is to examine the effect of customer purchase style, satisfaction, and purchase intention toward plant-based burgers. Second, to find out the effect of customer satisfaction and purchase intention among Non-Vegetarian in the city of Jakarta, Indonesia. This study uses a mixed approach (qualitative and quantitative. The data was gathered from 20 interviewed participants and 205 respondents of non-vegetarian customers of plant-based burgers in Jakarta. The qualitative data analysis was carried out using NVIVO 12 Pro, while the quantitative data analysis was carried out using Structural Equation Model – partial Least Square (SEM-PLS) using SmartPLS3. The Results of qualitative analysis find that the informants were perceived positively or impressed with plant-based burgers in terms of achievement, value and idea. The result of quantitative analysis shows that customer purchase style (hedonic and utilitarian) has a positive and significant effect among non-vegetarian customers in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on purchase intention among non-vegetarian customers in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on customer satisfaction among non-vegetarian customers in Jakarta. Customer satisfaction has a positive and significant effect among non-vegetarian customers in Jakarta. Customer satisfaction has a positive and significant effect on purchase intention among non-vegetarian customers in Jakarta. Though it was not hypothesized, Customer satisfaction mediates the effect of customer purchase style among non-vegetarian customers in Jakarta. Finally, customer satisfaction mediates the effect of customer purchase style on purchase intention among non- vegetarian customers in Jakarta


Keywords


Customer Purchase Style, Customer Satisfaction, Purchase Intention

Full Text:

PDF

References


Abina, B. M., & Ajayi, O. (2022). Effect of Consumer Perception of Brand Equity Fit on Purchase Intention for Brands in Symbolic Alliances. Iranian Journal of Management Studies (IJMS), 15(2), 271–285.

Afifa, H. N. N. (2018). Antecedents of Customer Satisfaction and Purchase Intention in Pamella Supermarket. Publication Article - FEB UII, 1(1). https://dspace.uii.ac.id/handle/123456789/12561

Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: A facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773–779. https://doi.org/10.1016/j.jretconser.2014.05.007

Anisimova, T., Weiss, J., & Mavondo, F. (2019). The influence of corporate brand perceptions on consumer satisfaction and loyalty via controlled and uncontrolled communications: a multiple mediation analysis. Journal of Consumer Marketing, 36(1), 33–49. https://doi.org/10.1108/JCM-05-2017-2199

Ardane, W. D., Bagus, I., Udayana, N., & Maharani, B. D. (2015). The Effect of Utilitarian Value and Hedonic Value on Loyalty. Jurnal EMBA - Ekonomi Manajemen Bisnis Dan Akuntansi, 3(3), 709–718.

Arul Rajan, K. (2020). Influence of hedonic and utilitarian motivation on impulse and rational buying behavior in online shopping. Journal of Statistics and Management Systems, 23(2), 419–430. https://doi.org/10.1080/09720510.2020.1736326

Ayoun, S., Ben Cheikh, A., Abdellatif, T., & Ghallab, N. (2015). Purchase Intention of Green Product: An Approach Based Customer Orientation. SSRN Electronic Journal, April 2015. https://doi.org/10.2139/ssrn.2583517

Azzari, V., & Pelissari, A. (2020). Does brand awareness influences purchase intention? The mediation role of brand equity dimensions. Brazilian Business Review, 17(6), 669–685. https://doi.org/10.15728/BBR.2020.17.6.4

Balathandayutham, P. Sritharan, R. (2020). Consumer Perception on brand loyalty. Dogo Rangsang Research Journal, 10(07), 68–73.

Çal, B., & Adams, R. (2014). The Effect of Hedonistic and Utilitarian Consumer Behavior on Brand Equity: Turkey – UK Comparison on Coca Cola. Procedia - Social and Behavioral Sciences, 150, 475–484. https://doi.org/10.1016/j.sbspro.2014.09.057

Cardoso, P. R., & Pinto, S. C. (2010). Hedonic and utilitarian shopping motivations among Portuguese young adult consumers. International Journal of Retail and Distribution Management, 38(7), 538–558. https://doi.org/10.1108/09590551011052124

Choi, M. (2017). Shopping Tourist Satisfaction: An Application of Hedonic and Utilitarian Values.

Journal of Tourism & Hospitality, 06(05). https://doi.org/10.4172/2167-0269.1000308 Darsono, L. I., & Junaedi, C. M. (2006). An Examination of Perceived Quality, Satisfaction, and

Loyalty Relationship: Applicability of Comparative and Noncomparative Evaluation. Gadjah

Mada International Journal of Business, 8(3), 323. https://doi.org/10.22146/gamaijb.5612

Dastan, I., & Gecti, F. (2014). Relationships among Utilitarian and Hedonic Values, Brand Affect and Brand Trust in the Smartphone Industry. Journal of Management Research, 6(2), 124. https://doi.org/10.5296/jmr.v6i2.5261

David Fred R., Forest R. David (2015), Strategic Management : A Competitive Advantage Apporach, Concepts, and Cases, Edisi ke-15, New Jersey: Pearson Education.

Donovan, R., & Henley, N. (2010). Principles and Practice of Social Marketing: An International Perspective. Cambridge: Cambridge University Press.

Donni Juni Priansa., 2017., Perencanaan dan Pengembangan SDM, Alfabeta, Bandung.

Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions. Procedia - Social and Behavioral Sciences, 58, 1395–1404. https://doi.org/10.1016/j.sbspro.2012.09.1124

Fan, A., Almanza, B., Mattila, A. S., Ge, L., & Her, E. (2019). Are vegetarian customers more “green”? Journal of Foodservice Business Research, 22(5), 467–482. https://doi.org/10.1080/15378020.2019.1637221

Fauziah, E. (2020). The Effect Of Brand Image Perception And Promotion On Purchase Intention Grand Bintaro Asri Housing Consumer In Ciputat. Humanis - Humanities, Management and Science Proceedings, 1(1), 212–218.

Ghali, Z. Z. (2020). Effect of utilitarian and hedonic values on consumer willingness to buy and to pay for organic olive oil in Tunisia. British Food Journal, 122(4), 1013–1026. https://doi.org/10.1108/BFJ-06-2019-0414

Ghozali, Imam. 2016. Multivariate Analysis Application With Program IBM SPSS 23 (8th Edition).

VIII Printing. Semarang : Publishing Agency Diponegoro University

Ginting, A. L. R., & Nugroho, D. A. (2019). THE INFLUENCE OF HEDONIC AND UTILITARIAN MOTIVES ON CUSTOMER ENGAGEMENT OF MYTELKOMSEL GAMIFIED APPLICATION ( A

study ofMyTelkomsel Application Potential Customers ’ in Malang City ). Jurnal Ilmiah Mahasiswa _FEB - UB, 6(2).

Ha, H. Y., & John, J. (2010). Role of customer orientation in an integrative model of brand loyalty in services. Service Industries Journal, 30(7), 1025–1046. https://doi.org/10.1080/02642060802311252

Hair, J. F., Page, M., & Brunsveld, N. (2020). Essentials of Business Research Methods (Fourth).

Routledge.

Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (Eight).

CENGAGE Learning. https://doi.org/10.1002/9781119409137.ch4

Hair Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Hair, J. F. J., Black, W. C., Babin, B. J., Anderson, R. E., Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (Seventh Ed). CENGAGE Learning. https://doi.org/10.1002/9781119409137.ch4

Hair Jr, J., Hult, G. T. T. M., Ringle, C. M., Sarstedt, M., Hair, J. F. J., Hult, G. T. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS- SEM) (Second). SAGE, Publication, Inc.

Horsfall, H. (2020). Brand Perception and Purchase Intentions of Cellular Phones Consumers of Tertiary Institutions in Rivers State. International Journal of Advanced Academic Research, November, 31–43. https://doi.org/10.46654/ij.24889849.s6912

Kazmi, S. H. A., Zeng, H., & Abid, M. M. (2016). Effects of hedonism and utilitarianism in advertising in e-business equity. Proceedings - 2016 8th International Conference on Intelligent Human-Machine Systems and Cybernetics, IHMSC 2016, 2, 582–585. https://doi.org/10.1109/IHMSC.2016.232

Kartajaya, Hermawan. (2005). Positioning Diferensiasi Brand: Memenangkan Persaingan dengan Segitiga Positioning-Diferensiasi-Brand, Jakarta:Gramedia Pustaka Utama

Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of Marketing (Eight Euro).

Pearson Education Limited. www.pearson.com/uk

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management

(Fourth Eur). Pearson Education Limited. www.pearson.com/uk

Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product and Brand Management, 21(7), 529–537. https://doi.org/10.1108/10610421211276277

Kurnianingsih, S. W., & Riorini, S. V. (2021). Influence of Consumer-Based Brand Equity on Brand Loyalty Through Customer Satisfaction. Indonesian Journal of Business Analytics, 1(2), 141– 160. https://doi.org/10.54259/ijba.v1i2.67

Labbe, D., Ferrage, A., Rytz, A., Pace, J., & Martin, N. (2015). Pleasantness, emotions and perceptions induced by coffee beverage experience depend on the consumption motivation (hedonic or utilitarian). Food Quality and Preference, 44, 56–61. https://doi.org/10.1016/j.foodqual.2015.03.017

Mapparenta, D., & Arif, M. (2022). The Influence of Social Media , Brand Perception and Buyer Satisfaction on Purchasing Decisions for Ethnic Tuta Bags. Point of View Research Management, 3(2), 147–160.

Margaretha, R., & Rodhiah, R. (2021). Brand Experience, Brand Image, and Brand Trust to Nike’s Loyalty Brand in Jakarta. Budapest International Research and Critics Institute (BIRCI-Journal), 2018, 14003–14010. https://doi.org/10.33258/birci.v4i4.3504

Mothersbaugh, D. L., Hawkins, D. I., & Kleiser, S. B. (2019). Consumer Behavior: Building Marketing Strategy (Fourtheent). McGraw Hill Education.

Nejati, M., & Moghaddam, P. P. (2013). The effect of hedonic and utilitarian values on satisfaction and behavioural intentions for dining in fast-casual restaurants in Iran. British Food Journal, 115(11), 1583–1596. https://doi.org/10.1108/BFJ-10-2011-0257

Novela, S., Sihombing, Y. O., Novita, Caroline, E., & Octavia, R. (2020). The effects of hedonic and utilitarian motivation toward online purchase intention with attitude as intervening variable. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, August, 75–80. https://doi.org/10.1109/ICIMTech50083.2020.9211197

Raghoebar, S., Van Kleef, E., & De Vet, E. (2020). Increasing the proportion of plant-based foods available to shift social consumption norms and food choice among non-vegetarians.

Sustainability (Switzerland), 12(13). https://doi.org/10.3390/su12135371 Rahmadilah, F., & Sari, D. (2021). Pengaruh Hedonic dan Utilitarian Motivation terhadap

Kepuasan Konsumen dalam membentuk Continuance Intention Netfix. E-Proceeding of

Management, 8(6), 8615–8624.

Randheer, K. (2015). Utilitarian and Hedonic Values Affect Brand Switching: Consumer Satisfaction as Moderator. International Journal of Marketing Studies, 7(6), 72. https://doi.org/10.5539/ijms.v7n6p72

Ryu, K., Han, H., & Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432. https://doi.org/10.1108/09596111011035981

Scarpi, D. (2020). Hedonism and Consumer Behavior Exploring the Consequences of Customer Orientation (First Edit). Palgrave Macmillan.

Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (Twelfth Ed). Pearson Education.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach

(Seventh). John Wiley & Sons.

Setyawan, K. F., Mugiono, M., & Hussein, A. S. (2020). the Effect Between Brand Awareness, Perceived Quality, and Brand Loyalty Through a Brand Image (Study on PT. East West Seed Indonesia Charge Brand Cap Brick Seed Products, Banyuwangi). International Journal of Business, Economics and Law, 23(1), 1.

Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management

4(2):, 4(2), 105–110.

Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing, 06(01), 34–38. https://doi.org/10.4172/2168-9601.1000223

Sharifi Fard, S., Alkelani, A. M., & Tamam, E. (2019). Habit as a moderator of the association of utilitarian motivation and hedonic motivation with purchase intention: Implications for social networking websites. Cogent Social Sciences, 5(1). https://doi.org/10.1080/23311886.2019.1674068

Suryadi, D. (2015). The Impact of Brand Equity towards Purchase Intention on PT. X’s Candy. IBuss Management Vol., 3(2), 1–8.

Suthar, B. K., Lathangi, R., & Pradhan, S. (2012). Impacts of Marketing Mix and Customer Perception on Brand Loyalty. Global Journal of Finance and Management., 4(2), 1–11. https://doi.org/10.9790/487x-0420111

Taqi, I., & Muhammad, G. (2020). Brand loyalty and the mediating roles of brand image and customer satisfaction. Market Forces, 15(1), 101–119. http://www.pafkiet.edu.pk/marketforces/index.php/marketforces/article/view/410

Tu, Y.-T., Li, M.-L., & Chih, H.-C. (2013). An Empirical Study of Corporate Brand Image, Customer Perceived Value and Satisfaction on Loyalty in Shoe Industry. Journal of Economics and Behavioral Studies, 5(7), 469–483.

Upamannyu, N. K., & Sankpal, S. (2018). Effect of Brand Image on Customer Satisfaction & Loyalty Intention and the Role of Customer Satisfaction Between Brand Image and loyalty Intention. Journal of Social Science Research, 3(2), 274–285.

Vieira, V., Santini, F. O., & Araujo, C. F. (2016). A meta-analytic review of hedonic and utilitarian shopping values. Journal of Consumer Marketing, 18(5). http://www.emeraldinsight.com.ezproxy.northampton.ac.uk/doi/full/10.1108/0736376011 0398808

Wilson, N. (2021). The Effect of Brand Image, Website Quality, and Trust Towards Customer Loyalty in the Indonesian Consumer-to-Consumer (C2C) E-Commerce Business. Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020), 174(Icebm 2020), 124–130. https://doi.org/10.2991/aebmr.k.210507.019




DOI: http://dx.doi.org/10.35931/aq.v16i6.1741

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan

Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan

index by:

              

Publish by:

Sekolah Tinggi Ilmu Al-Qur'an Amuntai

Contact us:

Address: Jl. Rakha Pakapuran, Amuntai Utara
Kabupaten : Hulu Sungai Utara
Kode Pos : 71471
Provinsi : Kalimantan Selatan
Telephone : 085251613000
Email: hafizhihusinsungkar@gmail.com

 

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.