The Effect Of Consumption Value On Purchase Intention Of frozen Chicken At Supermarkets In Indonesia

The purpose of freezing chicken is to maintain nutrition, texture and longer freshness. Although fresh chicken is generally preferred by consumers than frozen chicken, changes in consumer lifestyles have affected the consumption pattern from fresh chicken to frozen chicken. This study was aimed to determine the effect of consumption value on purchase intention of frozen chicken. Deploying survey methods, a total of 132 frozen chicken consumers from 5 supermarkets were observed. Data were analyzed using multiple regression techniques using SPSS. There are five product values observed; namely functional, social, emotional, conditional and epistemic values. These five values are constructs, so they are translated into sub-variables in the form of statement items that can be assessed on a Likert scale. Validity and reliability tests were carried out and showed that all question items were valid, factor loading > 0.50. The reliability test produced a Cronbach Alpha value > 0.6 which means reliable. The analysis results showed that the five consumption values have a significant (p < 0.05) and positive effect on purchase intention. Therefore, the study concluded that frozen chicken has five consumption values that influence consumers as any other food product. Practically, this study implies frozen chicken producers and marketers toward further strengthen existing consumer perceptions, particularly on the five consumption values.