The Influence of Modern Food Court Atmosphere and Its Variative Consumer Perception on F&B Tenants towards Purchase Decision of Youth to Hangout in Jakarta

Abstract

The number of modern food court in Jakarta is still few yet keep growing. Thus, this study aims to investigate the influence of modern food court atmosphere and consumer perception on F&B tenants and services towards purchase decision of youth to hangout rather than go to restaurants or cafe in Jakarta. The design of this study used quantitative method with data collection through questionnaire. The population of this research is youth in the age of 15 – 32 years old who live in greater Jakarta area and already visited modern food court in Jakarta. The data were obtained by distributing questionnaire for 250 respondents by the method of snowball sampling. The data were analyzed with the Structural Equation Modeling (SEM). Research results showed the modern food court atmosphere has significant effect on consumer perception and consumer purchase decision, therefore consumer perception has significant influence on consumer purchase decision. Research limitation findings are limited in modern food court in Jakarta. Finally, this study proposes specific suggestions and measures of how to create a pleasant modern food court atmosphere in order to create a positive consumer perception and influence consumer purchase decision.