ANALYZING THE FACTORS WHICH INFLUENCE INDONESIAN CUSTOMERS TO COME TO ORGANIC FOOD RESTAURANTS
The consumption of organic foods is increasing in Indonesia, and with it, the presence of organic food restaurants. The purpose of this thesis was to examine the factors which influence the Indonesian customers’ intention to come to organic food restaurants. The result of this study stated that h...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/50439 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The consumption of organic foods is increasing in Indonesia, and with it, the presence of
organic food restaurants. The purpose of this thesis was to examine the factors which
influence the Indonesian customers’ intention to come to organic food restaurants. The result
of this study stated that health awareness played a significant role in influencing customers’
intention on going to organic food restaurants, followed by environmental concerns.
Consumers are less price sensitive to organic food prices when they earn more than the
minimum wage. The findings of this thesis may be used to help the promotional strategies of
organic food restaurants. |
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