THE INFLUENCE OF CUSTOMER VALUE OF HEALTHY FOOD ON CUSTOMER REPURCHASE INTENTION (A CASE STUDY OF FAST FOOD RESTAURANT IN JAKARTA AND BEKASI)

Abstract

Fast food restaurants are very famous and preferably by the community. However, it appears that public taste and customer value of food product have turned to healthy foods which have reduced the percentage of fast food restaurant turnover in 2013 - 2015. By using customer value attributes, the researcher test the level of customer repurchase intention in the population that assumed to cause fast food restaurant sales decline in Indonesia. 301 people who stay in Jakarta and Bekasi and at least once have tasted healthy food has been sampled to know how big its level in population. Convenience sampling and Multivariate Regression Analysis (MRA) are used in gathering and data processing. The results show that around 86% of healthy food repurchase intention is affected by these three components; product attributes, product consequences and customers’ goals and purposes. The results prove that consumers in Jakarta and Bekasi do care about the product attributes and the consequences after consuming the product, but not really put attention on their goals. It can be concluded that customer repurchase intention of healthy food in Jakarta and Bekasi is high and there’s possibility this number will continuously increase as the effect of information dissemination flexibility in the age of globalization. Thus, a “fresh” strategy should be considered by the management, because it doesn’t rule out the strengthening of healthy lifestyles trend by the influence of the media campaign and forth in the following years.