Consumer Values and Intention to Visit Food Truck “Angkringan”  amidst Covid-19 Pandemic

Istiyawati Rahayu; Rahaju Muljo Wulandari; Rayhan Gunaningrat

doi:10.29040/jap.v22i2.3810

Consumer Values and Intention to Visit Food Truck “Angkringan” amidst Covid-19 Pandemic

Istiyawati Rahayu, Rahaju Muljo Wulandari, Rayhan Gunaningrat

Abstract

The purpose of this study is to identify the factors that influence consumers' intention to visit the food truck “angkringan” from both utilitarian and hedonic perspectives. Structural equation modeling (SEM) was conducted with a sample of 42 responses. Both hedonic and utilitarian values do not directly impact consumers’ intention, but the values do trigger consumers’ intention indirectly by boosting a positive attitude toward food truck “angkringan”. Although utilitarian and hedonic values, such as convenience and reasonable prices, do not directly increase the intention to visit a food truck, these values evoke a favorable attitude towards the food truck which will ultimately trigger the intention. Thus, to attract consumers, utilitarian values e.g. efficiency or functionality and hedonic values, such as fun, exciting, unique, pleasant atmosphere, should not be ignored.

Keywords

Food Truck, Street Food, Consumer Value, Hedonic Value, Utilitarian Value

Full Text:

PDF

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T

Alfiero, S., Lo Giudice, A., & Bonadonna, A. (2017). Street food and innovation: the food truck phenomenon. British Food Journal, 119(11), 2462–2476. https://doi.org/10.1108/BFJ-03-2017-0179

Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138. https://doi.org/https://doi.org/10.1002/mar.10063

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/https://doi.org/10.1016/S0022-4359(03)00007-1

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research. https://doi.org/10.1086/209376

Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science. https://doi.org/10.1177/0092070394224002

Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170. https://doi.org/10.1007/BF00436035

Chang, K. C. (2013). How reputation creates loyalty in the restaurant sector. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/09596111311322916

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312

Francis, J., Eccles, M. P., Johnston, M., Walker, A. E., Grimshaw, J. M., & Foy, R., K. (2008). Constructing questionnaires based on the theory of planned behaviour: A manual for health services researchers. (Vol. 34, Issue 2019). http://openaccess.city.ac.uk/1189/

Gursoy, D., Spangenberg, E. R., & Rutherford, D. G. (2006). The Hedonic and Utilitarian Dimensions of Attendees’ Attitudes Toward Festivals. Journal of Hospitality and Tourism Research. https://doi.org/10.1177/1096348006287162

Ha, J., & (Shawn) Jang, S. C. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2009.03.009

DOI: http://dx.doi.org/10.29040/jap.v22i2.3810