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Abstract
This study aims to analyse the effect of food safety and health behaviour on purchase intention and its implications for purchase decisions among Oish Bakery consumers. The research method used is a quantitative approach with a survey technique involving 120 respondents. Data analysis uses multiple linear regression analysis and mediation tests. The results of the study indicate that food safety and health behaviour have a positive effect on purchase intention. Purchase intention has been proven to have a significant effect on purchase decisions and mediates the effect of food safety and health behaviour on purchase decisions. These findings indicate that improving food safety and health is an important strategy in increasing consumer purchase intention and purchase decisions in the bakery industry.
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References
- Aftitah, A., Rahman, F., & Putri, D. A. (2025). Peran usaha mikro, kecil, dan menengah dalam peningkatan produk domestik bruto Indonesia. Jurnal Ekonomi dan Bisnis Indonesia, 40(1), 15–28.
- Alda, R., Prasetyo, B., & Lestari, S. (2025). Strategi pengembangan UMKM bakery berbasis kualitas produk dan keamanan pangan. Jurnal Manajemen dan Kewirausahaan, 27(2), 101–115.
- Ginting, R., Siregar, H., & Nasution, M. (2024). Analisis uji asumsi klasik dalam model regresi linear berganda. Jurnal Statistika Terapan, 8(1), 45–56.
- Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
- Shabrina, A., Nugroho, Y., & Santoso, I. (2023). Pengujian peran variabel mediasi menggunakan uji Sobel dalam penelitian manajemen. Jurnal Aplikasi Manajemen, 21(3), 412–423.
- Shrestha, N. (2020). Detecting multicollinearity in regression analysis. American Journal of Applied Mathematics and Statistics, 8(2), 39–42. https://doi.org/10.12691/ajams-8-2-1
- Sugito, S. (2023). Pengaruh kualitas produk terhadap keputusan pembelian konsumen. Public Service and Governance Journal, 4(1), 52–60.
- Suyanto, A. M. A., & Dewi, D. G. (2023). Marketing mix on purchase intention and its impact on purchase decision. International Journal of Professional Business Review, 8(10), e0389. https://doi.org/10.26668/businessreview/2023.v8i10.389
- Szymkowiak, A., Antoniak, M. A., & Borusiak, B. (2022). The role of health orientation in determining purchase intention and behaviour in the food market. British Food Journal, 124(13), 559–577. https://doi.org/10.1108/BFJ-03-2021-0324
- Yzer, M. (2017). Reasoned action as an approach to understanding and predicting health message outcomes. In K. B. Jensen, R. T. Craig, J. D. Pooley, & E. W. Rothenbuhler (Eds.), The international encyclopedia of communication research methods (pp. 1–14). Wiley. https://doi.org/10.1002/9781118901731.iecrm0323
References
Aftitah, A., Rahman, F., & Putri, D. A. (2025). Peran usaha mikro, kecil, dan menengah dalam peningkatan produk domestik bruto Indonesia. Jurnal Ekonomi dan Bisnis Indonesia, 40(1), 15–28.
Alda, R., Prasetyo, B., & Lestari, S. (2025). Strategi pengembangan UMKM bakery berbasis kualitas produk dan keamanan pangan. Jurnal Manajemen dan Kewirausahaan, 27(2), 101–115.
Ginting, R., Siregar, H., & Nasution, M. (2024). Analisis uji asumsi klasik dalam model regresi linear berganda. Jurnal Statistika Terapan, 8(1), 45–56.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Shabrina, A., Nugroho, Y., & Santoso, I. (2023). Pengujian peran variabel mediasi menggunakan uji Sobel dalam penelitian manajemen. Jurnal Aplikasi Manajemen, 21(3), 412–423.
Shrestha, N. (2020). Detecting multicollinearity in regression analysis. American Journal of Applied Mathematics and Statistics, 8(2), 39–42. https://doi.org/10.12691/ajams-8-2-1
Sugito, S. (2023). Pengaruh kualitas produk terhadap keputusan pembelian konsumen. Public Service and Governance Journal, 4(1), 52–60.
Suyanto, A. M. A., & Dewi, D. G. (2023). Marketing mix on purchase intention and its impact on purchase decision. International Journal of Professional Business Review, 8(10), e0389. https://doi.org/10.26668/businessreview/2023.v8i10.389
Szymkowiak, A., Antoniak, M. A., & Borusiak, B. (2022). The role of health orientation in determining purchase intention and behaviour in the food market. British Food Journal, 124(13), 559–577. https://doi.org/10.1108/BFJ-03-2021-0324
Yzer, M. (2017). Reasoned action as an approach to understanding and predicting health message outcomes. In K. B. Jensen, R. T. Craig, J. D. Pooley, & E. W. Rothenbuhler (Eds.), The international encyclopedia of communication research methods (pp. 1–14). Wiley. https://doi.org/10.1002/9781118901731.iecrm0323