The Analysis of Potential Market Preferences for Café Businesses on Healthy Food Purchase Decisions
The purpose of this study is to analyze the potential market preferences of the café business on purchasing decisions for healthy food. This research applies quantitative research. The research object in this study is Lexxy's Ground Café, a café project that offers a healthy food menu. The data was collected using online questionnaires. The data analysis method is descriptive statistics and multiple regression. The results reveal that simultaneously the product, promotion, price, service, and experience variables influenced healthy food purchasing decisions up to 68.1%. However, partially, the service factor has a very significant influence on the decision to purchase healthy food. The promotion and price variables also influence purchase decisions on healthy food products. Yet, product and experience variables do not influence healthy food purchasing decisions. The findings in this study will provide a reference for the owner of café business to define the actions for their business expansion. For further research, it is suggested to use new variables such as location to analyze comprehensively regarding consumer purchasing decisions.