FACTORS INFLUENCING RE-PURCHASE INTENTION OF CLEAN FOOD AMONG GENERATION Y CONSUMERS

Abstract

Abstract—This research aimed to study the consumption value factor that influence re-purchase intention of clean food among generation Y consumers. The samples were 400 consumers of generation Y who have ever bought the clean food products, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, and multiple regression analysis. The research results revealed that customer expectations, perceived quality of products or services, and perceived value of products had a statistically significant effect on re-purchase intention of clean food among generation Y at 0.05 level with a predictive power of 63.9 percent. The predictors with the highest multiple regression coefficients were perceived value of products (=0.357), followed by perceived quality of products or services (=0.226), and customer expectations (=0.184), respectively.