Abstract:
Purpose – With the increase of FDAs business in Indonesia, it opens up opportunities for other competitors to get involved in this industry. The purpose of this study is to identify the factors which influence behavioral intention to use FDA using Theory of Consumption Values, Food Quality, and Service Quality that were mediated by Satisfaction.
Design/methodology/approach – This study used a survey method and distributed in the form of the questionnaire as the instrument tool. By using purposive sampling technique, the questionnaire filled up by 406 millennial respondents that frequently using FDA at least twice a week, and live in Greater Jakarta. The data collected were analyzed with the Structural Equation Modelling using AMOS 23.
Findings – The result shows that behavioral intention is affected by theory of consumption value (price value, affordances value, and visibility), food quality, and service quality mediated by satisfaction. However, prestige value was found rejected.
Originality/value – This study was the first study that integrating the theory of consumption values, food quality, and service quality as the drivers of satisfaction and behavioral intention in the FDAs industry in Greater Jakarta.
