Thesis

Understanding Customer Purchase Style Effect on Customer Satisfaction and Purchase Intention toward Plant-Based Burgers

---

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 using mixed approach (qualitative and quantitative. The data was gathered from 20 interviewed participants and 205 respondents of non-vegetarian customer of plat-based burger 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 burger in term 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 customer in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on purchase intention among non-vegetarian customer in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on customer satisfaction among non-vegetarian customer in Jakarta. Customer satisfaction has a positive and significant effect among non-vegetarian customer in Jakarta. Customer satisfaction has a positive and significant effect on purchase intention among non-vegetarian customer in Jakarta. Though it was not hypothesized, the Customer satisfaction mediates the effect of customer purchase style among non-vegetarian customer in Jakarta. Finally, the customer satisfaction mediates the effect of customer purchase style on purchase intention among nonvegetarian customer in Jakarta.

---

Availability

Detail Information

Series Title

-

Call Number

BE 22-004

Publisher

i3L, Jakarta : i3L, Jakarta., 2022

Collation

-

Language

English

ISBN/ISSN

-

Classification

NONE

Content Type

-

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Satisfaction
Purchase Intention
customer purchase style hedonic & utilitarian moti

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment