THE ROLE OF FOOD SAFETY, FOOD QUALITY, ENVIRONMENT AND TRUST ON THE PURCHASE DECISION OF INTERNATIONAL FOOD BRANDS FRANCHISE DURING COVID-19 PANDEMIC

Abstract

The corona virus has been attacked human life by taking away their freedom. Since the spread of the corona virus thrust out the world at the end of 2019, every single country has issued social distancing policies, including in Indonesia. The impact of this viral pandemic has damaged various existing businesses, including food franchises with international brands. The purpose of this study is to analyze purchasing decisions at fast food franchises with international brands, with the assumption that international brands already have cleanliness standard, high quality and a more comfortable environment (location), therefore consumers trust more than other local brands. The trust factor is also used in this study as an intervening variable. This research is a quantitative study using an online questionnaire as a data collection tool. 100 respondents were selected randomly. Hypothesis testing uses the Structural Equation Model (SEM). The results showed that food quality and environment had a significant effect on trust and food safety doesn’t have significant effect on trust. Meanwhile, trust as moderate variable has a significant effect on purchasing decisions of international fast food franchise during covid-19.