ANALYSIS OF EXTERNAL AND INTERNAL FACTORS OF CONSUMERS IN THE PURCHASE BEHAVIOR OF SUSTAINABLE CULINARY PRODUCTS

Abstract

The Indonesian culinary industry is growing, driven by consumer awareness of sustainability and the environment. Indonesian consumers are increasingly concerned, even willing to pay more for environmentally friendly products. "Zero waste" cafes such as ECAPS in Jakarta have emerged, implementing sustainability principles from operations to waste management. However, challenges such as negative consumer reviews remain. This study aims to analyze external and internal factors that influence consumer purchasing decisions for sustainable culinary products at ECAPS Cafe, Kemang, Jakarta. The results of the study showed that the questionnaire test showed that all statements were valid and reliable, followed by the classical assumption test showing that the normality test was normally distributed and there was no multicollinearity. The regression equation produced Y = 7.853 - 0.037X1 + 0.397X2. The coefficient of determination shows that 34.5% of the total variation in the decision to purchase sustainable culinary products can be explained simultaneously by a combination of internal and external factors. The t-test X1 accepts H01, which means that there is no significant influence between external factors partially on the decision to purchase sustainable culinary products. The t-test X2 rejects H02, which means that there is a significant influence between internal factors partially on the decision to purchase sustainable culinary products. The F-test shows that the results reject H03. which means that there is a significant influence between external and internal factors simultaneously on the decision to purchase sustainable culinary products.