THE ROLE OF QUALITY AND PRICE PERCEPTION DURING COVID-19 PANDEMIC ERA: FROZEN MEAT ONLINE SHOPPING

Abstract

Purpose - The purpose of this study focuses on the effect of perceived price, perceived quality, and purchase intention the on purchase decision to buy frozen meat products through online shopping during the COVID-19. Design/Methodology/Approach – Total of 300 respondent were used in this study with a requirement that people who had bought online the frozen meat product in Jakarta. The questionnaire was validated through validity and reliability test, with the statements were valid and reliable to be used. Structural Equation Modelling (SEM) was used to test the theoretical framework and this research’s hypothesis. Findings -- The data analysis results revealed that Perceived Price, perceived quality, purchase intention influence customer purchase decision. Originality/value –This study was the first study that examined the theory of Perceived Price, perceived quality, purchase intention influence customer purchase decision.