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All Journal AL-ULUM: JURNAL SAINS DAN TEKNOLOGI
Effy Yuswita
Department of Agribusiness, Faculty of Agriculture, Brawijaya University, Indonesia.
Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Energy

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CONSUMER INTENTIONS TO PURCHASE HEALTHY FOOD: A THEORY OF PLANNED BEHAVIOR CASE STUDY Siti Nur Alliyah; Effy Yuswita; Dina Novia Priminingtyas
AL ULUM: JURNAL SAINS DAN TEKNOLOGI Vol 11, No 3 (2025)
Publisher : UPT Publication and Journal Management, Islamic University of Kalimantan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/jst.v11i3.20472

Abstract

Rising public awareness of health has encouraged lifestyle changes aimed at preventing Non‑Communicable Diseases (NCDs), particularly obesity. Dietary adjustments have increased demand for healthy food and catering services such as Dietindo Catering. However, fluctuating sales of one of its flagship meal box products suggest that consumers do not fully recognize the urgency of healthy eating. This study examines the influence of attitude, subjective norms, perceived behavioral control, and health consciousness on purchase intention toward healthy food products, applying the Theory of Planned Behavior (TPB). A quantitative approach was employed using descriptive statistics and Structural Equation Modeling–Partial Least Squares (SEM‑PLS) with 100 respondents. Data were collected through online questionnaires, interviews, and secondary sources. Results show that 60% of respondents had never purchased, with most being young female students. SEM‑PLS analysis revealed that attitude, subjective norms, and perceived behavioral control significantly affected purchase intention, while health consciousness was positive but not significant.
INFLUENCE OF DIGITAL REVIEWS ON CONSUMER FOOD CHOICES IN E-MARKETPLACES Prima Welina Sinulingga; Effy Yuswita; Dina Novia Priminingtyas
AL ULUM: JURNAL SAINS DAN TEKNOLOGI Vol 11, No 3 (2025)
Publisher : UPT Publication and Journal Management, Islamic University of Kalimantan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/jst.v11i3.20471

Abstract

The rapid growth of e-commerce in Indonesia has positioned food, beverages, and groceries as the most frequently purchased product categories, accounting for 43.92% of online sales in 2023. Despite offering convenience, online food shopping carries inherent risks due to product perishability and the inability of consumers to directly assess product quality prior to payment. This study investigates the influence of online customer reviews and ratings on food purchasing decisions at Sayur Dapur Devita’s Shopee marketplace in Malang. Employing a quantitative approach, data were collected from 100 purposively selected respondents using the Cochran formula. Descriptive statistics and SEM-PLS analysis with SmartPLS 4.0 were applied. Findings reveal that most consumers are female, aged 13–28 years, students with bachelor/diploma degrees, earning IDR 1,000,000 – 2,000,000, and frequently purchasing vegetables and fruits. The analysis confirms that reviews and ratings significantly and positively affect purchasing decisions. Practical implications suggest encouraging consumer feedback, promptly responding to reviews, and diversifying product offerings.
Co-Authors Dina Novia Priminingtyas Prima Welina Sinulingga Siti Nur Alliyah