Authors:
Anas Hidayat
1
;
Asma’i Ishak
1
;
Guruh Ghifar Zalzalah
2
and
Sri Rejeki Ekasasi
3
Affiliations:
1
Post-Graduate Program, Faculty of Economics, Islamic University of Indonesia, Yogyakarta, Indonesia, Indonesia
;
2
Master of Science Management, Gadjah Mada University, Yogyakarta, Indonesia, Indonesia
;
3
Sekolah Tinggi Ilmu Manajemen, YKPN, Yogyakarta, Indonesia, Indonesia
Keyword(s):
Attitude, Subjective Norms, Perceived Behavior Control, Switching Behavior Intention
Abstract:
The purpose of this research is to build customer switching behavior intention models of healthy food
products and services among young consumers in Yogyakarta, Indonesia, due to dramatic changes in their
social environment, especially in living modesty and more independent, as well as healthy lifestyles. The
data used were 200 respondents who previously experienced buying a fast food product and a healthy food
product. The data were analyzed using SEM-PLS, WarpPLS software 6 versions. The result of this research
shows that two hypotheses are supported, and one hypothesis is not supported. Based on the result, this
research shows a new insight related research of healthy food which is the respondent tends to depend on
themselves when they intend to buy a healthy food product then get information from others.