Abstract:
The corona virus has attacked human life by taking away their freedom. Since the spread of the
corona virus throughout the world at the end of 2019, every country has issued social
distancing policies, including in Indonesia. The impact of this viral pandemic has damaged
various existing businesses, including food franchises with international brands. The purpose
of thisstudy isto analyze purchasing decisions at fast food franchises with international brands,
assuming international brands already have cleanliness standards, high quality and a more
comfortable environment (location), so that consumer confidence is more than other local
brands. The trust factor is also used in this study as an intervening variable. This research is
a quantitative study using an online questionnaire as a data collection tool. The valid
questionnaires are filled in by 180 respondents. The sample used was non-purposived sampling
with simple random sampling. Hypothesis testing uses the Structural Equation Model (SEM).
The results showed that Food Safety, Food Quality and Environment had a significant effect
on Purchasing Decisions during the COVID-19 pandemic. Meanwhile, Quality and
Environment have a significant effect on trust, which is an intervening variable in this study.
This study concludes that Food Safety, Food Quality, and Environment have a positive and
significant effect on consumer confidence so that it affects purchasing decisions.
