Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]

• Main Authors: Mohamad Idris, Mohamad Luqman, Tamby Chik, Chemah, Hazman Wong, Nurul Farah Sharini, Abdul Rahman, Abdul Rais, Mohd Shahril, Aslinda, Bachok, Sabaianah
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2022
• Subjects: Business; Social aspects. Social marketing; Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/72362/1/72362.pdf; https://ir.uitm.edu.my/id/eprint/72362/; https://www.jthca.org/
• Institution: Universiti Teknologi Mara

This study aims to assess how functional food attributes and media marketing influence consumers’ repeat purchases. Functional food attributes include perceived value, necessity, confidence and safety while media marketing as moderating factor was studied through 2 dimensions which are communication...