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All Journal Amkop Management Accounting Review (AMAR)
Kusmaningrum, Nonik
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Humanities Economics, Econometrics & Finance Social Sciences

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The Influence of Food Safety and Health Behaviour on Purchase Intention and Its Implications for Purchase Decisions at Oish Bakery Muliawan, Muhammad Rendy; Lukitaningsih, Ambar; Kusmaningrum, Nonik
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3593

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.
Co-Authors Ambar Lukitaningsih Muliawan, Muhammad Rendy