Culinary MSME Purchase Decisions Under Food Price Pressure in the MBG Era

Elizabeth Haloho; Ronnie Togar Mulia Sirait

doi:10.61255/jeemba.v4i3.1089

Authors

Elizabeth Haloho Universitas Mikroskil, Indonesia
Ronnie Togar Mulia Sirait Institut Bisnis dan Informatika Kwik Kian Gie, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i3.1089

Keywords:

Culinary MSMEs, Purchase decision, Price fairness, Perceived value, Factor Analysis

Abstract

Purpose – This study examines factors shaping culinary MSME consumers’ purchase decisions under food price pressure in the MBG era.

Design/methodology/approach – A quantitative exploratory-confirmatory survey design was used. Data were collected in two stages, involving 203 valid responses for EFA and 228 valid responses for CFA. Reliability and validity were assessed using Cronbach’s Alpha, CR, AVE, and model fit indices.

Findings/Results – EFA identified six factors: perceived price fairness, perceived value, product quality, consumer trust, pricing strategy adaptation, and purchase commitment. CFA confirmed that the six-factor model met acceptable loading, model fit, reliability, and convergent validity criteria.

Originality/Value – This study positions culinary MSME purchase decisions under food price pressure as multidimensional evaluations, highlighting pricing strategy adaptation as a consumer-evaluated dimension.

Abstract views: 0 ,

PDF downloads: 0

Downloads

Download data is not yet available.

References

Adnina, F., Ishamiyya, R. S., & Dewi, S. R. (2025). Food Quality , Price Fairness , and Service Quality as Drivers of WoM Intention through Customer Satisfaction on Mie Gacoan in Indonesia. Jurnal Administrasi Bisnis, 14(1), 65–78.

Al Maalouf, N. J., Sayegh, E., Makhoul, W., & Sarkis, N. (2025). Journal of Retailing and Consumer Services Consumers ’ attitudes and purchase intentions toward food ordering via online platforms. Journal of Retailing and Consumer Services, 82(October 2024), 104151. https://doi.org/10.1016/j.jretconser.2024.104151

Amaliah, A. N. S., Jannah, M., & Gunawan, M. T. (2023). The Role of Environmental Awareness and Green Product Literacy on Green Purchase Behavior in Indonesia. Journal of Economics, Enterpreneurship, Management Business, and Accounting (JEEMBA), 01, 115–121.

Boateng, G. O., Neilands, T. B., & Frongillo, E. A. (2018). Best Practices for Developing and Validating Scales for Health , Social , and Behavioral Research : A Primer. Frontiers in Public Health, 6(June), 1–18. https://doi.org/10.3389/fpubh.2018.00149

Çakır, M. (2024). Causes and Consequences of Retail Food Price In fl ation : Introduction to the Special Issue. Journal of Agricultural & Food Industrial Organization, 22(2), 55108. https://doi.org/10.1515/jafio-2024-0023

Campbell, S., Greenwood, M., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8). https://doi.org/https://doi.org/10.1177/1744987120927206

Carpenter, S. (2018). Ten Steps in Scale Development and Reporting: A Guide for Researchers. Communication Methods and Measures, 12(1). https://doi.org/https://doi.org/10.1080/19312458.2017.1396583

Fornell, C., & Larcker, David, F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.

Grunert, K. G., Chimisso, C., Lahteenmaki, L., Leardini, D., Sandell, M. A., Vainio, A., & Vranken, L. (2023). Food-related Consumer behaviours in times of crisis: Changes in the wake of ukraine war, rising prices and the aftermath of the Covid-19 pandemic. Food Research International, 173, 113451. https://doi.org/https://doi.org/10.1016/j.foodres.2023.113451

Hadiantini, R., Sarifiyono, A. P., & Maharani, H. (2023). Meningkatkan Kepuasan Konsumen melalui Consumer Taste Perception terhadap Keputusan Pembelian Ulang pada UMKM Kuliner di Kota Bandung. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 13(1), 123–136. https://doi.org/https://doi.org/10.30588/jmp.v13i1.1194

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. https://doi.org/10.1007/978-3-030-80519-7_7

Hanaysha, J. R. (2022). International Journal of Information Management Data Insights Impact of social media marketing features on consumer ’ s purchase decision in the fast-food industry : Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102

Hempel, C. (2024). A segmentation and characterization of consumers affected by rising food prices. Appetite, 194(March 2024), 107192. https://doi.org/https://doi.org/10.1016/j.appet.2023.107192

Herdiyana, A. R. A., Hamzah, B., & Yolanda, A. M. W. (2026). Sustainable Digital Marketing Drives Consumer Engagement : The Mediating Role of Customer Trust in Indonesian Local Brands. Journal of Economics, Entrepreneurship, Management Business and Accounting, 4(10), 172–188.

Kirana, A. P. (2022). The Effect Of Product Quality, Price, Sales, Promotion, and Trust Towards Consumes’ Purchase Decision in Dey’s Recipe. International Journal of Review Management, Business, and Entrepreneurship (RMBE), 2(2), 133–141.

Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.005

Lin, J., Li, T., & Guo, J. (2021). Factors influencing consumers’ continuous purchase intention on fresh food e-commerce platforms: An organic foods-centric empirical investigation. Electronic Commerce Research and Applications, 50(101103).

Ma, H., Xie, J., & Dai, D. (2024). Pricing Strategies for O2O Catering Merchants Considering Reference Price Effects and Unconditional Coupons. Sustainability, 16(8765), 1–28. https://doi.org/https://doi.org/10.3390/su16208765

Mutiara, T., Al Arif, M. N. R., & Anwar, M. (2025). The Rising Food Prices in Ramadan and Its Impact on Inflation. Signifikan: Jurnal Ilmu Ekonomi, 14(2), 407–422. https://doi.org/https://doi.org/10.15408/sjie.v14i2.46417 The

National Nutrition Agency. (2025). Technical guideline for the implementation of the Free Nutritious Meal Program.

National Nutrition Agency. (2026). Funding mechanism and local food procurement policy for the Free Nutritious Meal Program.

Revinzky, M. A., Prasetyo, A. R., Agrina, C. R., Farras, J. I., & Padjadjaran, U. (2025). Influencer Marketing and Marketplace Platforms : Driving Online Fashion Purchase Intention through Consumer Motivation. Journal of Economics, Enterpreneurship, Management Business, and Accounting (JEEMBA), 3(1), 11–22.

Rohman, A. A., Asmara, R., & Andriani, D. R. (2023). The Effect of Multidimensional Consumer Perceived Value on Customer Satisfaction and Purchase Intention of Organic Food. Habitat, 34(2), 213–224. https://doi.org/10.21776/ub.habitat.2023.034.2.19

Taber, K. S. (2018). The use of Cronbach’s Alpha when developing and reporting research instruments in science education. Research in Science Education, 48, Res. Sci. Educ. https://doi.org/https://doi.org/10.1007/s11165-016-9602-2

Tan, J., Zhao, Z., Ma, W., Yuyang, L., & Hong, Z. (2025). Price fairness perception on online food service platforms: A data-driven approach using fsQCA and machine learning. International Journal of Hospitality Management, 125(104014).

Watkins, M. W. (2018). Exploratory Factor Analysis : A Guide to Best Practice. Journal of Black Psychology, 44(3), 219–246. https://doi.org/10.1177/0095798418771807

Wibowo, B. Y., Setyawan, N. A., & Wiedayanti, D. F. (2026). Digital Marketing Strategy in Increasing Brand Awareness of MSME Local Products. Journal of Economics, Entrepreneurship, Management Business and Accounting, 4(2), 26–38. https://doi.org/https://doi.org/10.61255/jeemba.v4i2.1013

Zheng, S., Wang, L., & Yu, Z. (2024). The Impact of Multidimensional Perceived Value on Purchase Intentions for Prepared Dishes in China : The Mediating Role of Behavioral Attitudes and the Moderating Effect of Time Pressure. Foods, 13(3778). https://doi.org/https://doi.org/10.1016/j.appet.2023.107192