10th International Congress on Information and Communication Technology

Authors - Berliana Tadjudin, Elencia, Davy Jivan Parmono, Tiurida Lily Anita
Abstract - There are factors that indirectly influence consumer purchasing decisions in the restaurant industry. As consumer awareness toward environmental issues grows, the implementation of eco-friendly packaging, environmentally friendly visual appeal and adopting sustainable business model are a growing trend in the restaurant industry. In other hand, elements such as the aesthetics of the menu, food packaging, the design of the restaurant room, and the general brand awareness are also one of the factors that play an important role in influencing purchasing decisions, which could also be a factor toward consumer trust in the restaurants and loyalty toward the business. With both ideas in mind, this research was conducted to answer and analyze the impact of various elements on consumer buying decisions toward a restaurant adapting sustainability model. The research is conducted in Greater Jakarta Region and manages to gather 250 samples of respondents which are analyzed statistically, to investigate the validity of the hypothesis. The data gathered from the analysis shows that there are significant relationships between the variables.