THE ROLE OF PERCEIVED VALUE, BRAND IMAGE, PRICE FAIRNESS, PRODUCT PACKAGING, AND CONSUMERS’ LIFESTYLE ON FROZEN FOOD PURCHASE INTENTION DURING THE COVID-19 OUTBREAK IN THE JABODETABEK AREA

Abstract

Purpose: This research aims to reveal the influence of perceived value, brand image, price fairness, product packaging, and consumers’ lifestyle on frozen food purchase intention during COVID-19 pandemic in the Greater Jakarta area. Design/ Methodology/ Approach: This research is quantitative research. An online questionnaire was distributed to respondents. The result from 152 respondents who have ever bought frozen food during COVID-19 pandemic was collected as the primary data. In the process, the purposive and snowball sampling methods were utilized. To analyze the data, the researcher used multiple regression analysis methods. Findings: The result shows that perceived value, product packaging, and consumers’ lifestyle have a significant influence on purchase intention towards frozen food during COVID-19 pandemic. However, brand image and price fairness do not have an influence on purchase intention towards frozen food during COVID-19 pandemic. Originality/ Value: The current research gives more in-depth insight into how perceived value, brand image, price fairness, product packaging, and consumers’ lifestyle on purchase intention towards frozen food during COVID-19 pandemic.