The Role of Consumers’ Perceived Risk and Sales Promotion Towards Consumers’ Intention to Visit in the Fast-Food Restaurant Sector During the Current COVID-19 Pandemic

Abstract

This study was conducted in order to determine whether there’s a significant effect of both perceived risk and sales promotion toward consumers’ intention to visit in the fast-food sector during the ongoing COVID-19 Pandemic. This study utilized survey method, whereas a 5-points likert questionnaires were used in order to collect all the data. All of the questionnaires were distributed to the respondents living in Jakarta who had visited Japanese fast-food chain restaurant at least twice from March till July 2020. The sample size of this study were 200 respondents, in which 173 usable data were further analysed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) method using SmartPLS 3.2.8 software. Based on the results of data analysis, it can be concluded that consumers’ perceived risk had a significant effect toward consumers’ intention to visit fast-food restaurant, in which consumers had a tendency to not visit a restaurant if there’s a great and significant risk associated with the visit. Similarly, the result generated in this study also showed that sales promotion significantly affected consumers’ intention to visit a fast-food restaurant. This result suggests or imply that despite the government’s advice that people should limit their intention to go outside of their respective home, consumers still perceive that the risks associated with the current COVID-19 pandemic are still low, while many consumers are still visiting fast-food restaurants in order to enjoy the promotional offers provided in the middle of pandemic.