ISSN: 2222-6990
Open access
Small and medium-sized enterprises (SMEs) are pivotal in stimulating economic growth within a nation and serve as a significant catalyst in enhancing employment opportunities. Due to its importance, SMEs in Malaysia should prioritise the aspect of brand sustainability particularly in facing intense global competition in order to survive in the fierce marketplace. Failure to comprehend the elements of customer purchase intention has resulted in the cessation of operations for numerous home-based SME brands. Therefore, this study investigates the factors influencing customer purchase intention in the context of home-based SME brands from the aspects of quality, price, trust, and convenience. Lastly, the study develops a preliminary conceptual framework on the factors influencing customer purchase intention in the context of SMEs in Malaysia.
Alam, S. S., Wang, C. K., Lin, C. Y., Masukujjaman, M., & Ho, Y. H. (2022). Consumers’ buying intention towards healthy foods during the COVID-19 pandemic in an emerging economy. Cogent Business and Management, 9(1).
Aryani, D. N., Rathi, P., Wen, X. L., Wei, Q. L., Lee, S. Y. (2022). The Factors Affecting Customers’ Intention to Use Online Food Delivery Services: An Empirical Assessment. Advances in Global …, January 2021, 39–57.
http://agebj.org/index.php/agebj/article/view/49%0Ahttp://agebj.org/index.php/agebj/article/download/49/27
Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462.
Chowdhury, R. (2023). Impact of perceived convenience, service quality and security on consumers’ behavioural intention towards online food delivery services: the role of attitude as mediator. SN Business & Economics, 3(1), 1–23.
Hidayat, D., Bismo, A., & Basri, A. R. (2020). the Effect of Food Quality and Service Quality Towards Customer Satisfaction and Repurchase Intention (Case Study of Hot Plate Restaurants). Manajemen Bisnis, 10(1), 1.
Kamboj, S., Matharu, M., & Gupta, M. (2023). Examining consumer purchase intention towards organic food: An empirical study. Cleaner and Responsible Consumption, 9(September 2022), 100121.
Maharani, A. D., Trisnawati, J. D., & Budhiman, A. (2023). The Effect of Food Quality, Convenience, Control, Customer Service, and Fulfillment on Customer Satisfaction and Behavioral Intention at Shopee Online Food Delivery in Surabaya. Proceedings of the 20th International Symposium on Management (INSYMA 2023), 456–462.
Noor, M> H., Imang, U., Ramli, M. A., Abdul Rahman, R., & Afrizal, T. (2021). New Norm for Traditional Food Business by SMEs Entrepreneurs: Case Study in Kota Kinabalu, Sabah. Environment-Behaviour Proceedings Journal, 6(16), 13–19.
Ngo, H. M., Liu, R., Moritaka, M., & Fukuda, S. (2023). Determinants of consumer intention to purchase food with safety certifications in emerging markets: evidence from Vietnam. Journal of Agribusiness in Developing and Emerging Economies, 13(2), 243–259.
Nimfa, T. D., Uzir, M. U. H., Maimako, L. N., Eneizan, B., Latiff, A. S. A., & Wahab, S. A. (2021). The impact of innovation competitive advantage on product quality for sustainable growth among SMEs: An empirical analysis The Impact of Innovation Competitive Advantage on Product Quality for Sustainable Growth among SMEs?: An Empirical Analysis. International Journal of Business Science and Applied Management, 16(39–62).
Nordhagen, S., Lee, J., Onuigbo-chatta, N., Okoruwa, A., Monterrosa, E., Lambertini, E., & Pelto, G. H. (2022). “Sometimes You Get Good Ones, and Sometimes You Get Not-so-Good One”: Vendors’ and Consumers’ Strategies to Identify and Mitigate Food Safety Risks in Urban Nigeria. Foods, 11(201), 1–18.
Osaili, T. M., Al-Nabulsi, A. A., & Al-Jaberi, T. M. (2022). Food safety knowledge, attitudes, and practices among female food handlers engaged in home-based online food businesses in Jordan during the COVID-19 pandemic. Heliyon, 8(8), e10427.
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1), 1–12.
Ratasuk, A., & Gajesanand, S. (2022). Does Food Safety Build Customer Trust? The Mediating Role of Perceived Risk in Food Delivery Service in Bangkok during the COVID-19 Pandemic. Asia Social Issues, 16(2), e253719.
Reuschke, D., & Domecka, M. (2018). Policy Brief on Home-Based Businesses. OECD SME and Entrepreneurship Papers, 11, 38. http://dx.doi.org/10.1787/abfe755f-en
Rokhim, R., Mayasari, I., & Wulandari, P. (2021). Is brand management critical to SMEs’ product sustainability? Qualitative analysis in the context of Indonesia small enterprise environment . IOP Conference Series: Earth and Environmental Science.
Solunoglu, A. (2020). Perceived Food Quality, Satisfaction, Brand Image In Restaurants And Recommendation Intention Relation. Journal of Ya?ar University, 15(60), 833–849.
Soo Cha, S., & Han Lee, S. (2021). The Effects of User Experience Factors on Satisfaction and Repurchase Intention at Online Food Market*. Journal of Industrial Distribution & Business, 12(4), 7–13.
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3), 1–18.
Wicaksana, I. K. A., Septevany, E., Winia, I. N., & Murni, N. G. N. S. (2021). Analysis of Food Quality and Price in Increasing Customer Satisfaction at Anantara Uluwatu Bali Resort. Jurnal Pariwisata Terapan, 5(1), 50.
Yusof, S. M. M., Othman, Z. A., & Tiun, S. (2024). Important Aspects of Food Home-Business Sales Based on Customer Review in Shopee. International Journal of Asian Business and Information Management, 15(1), 1–15.
Zalani, I. L., & Zulkifly, M. I. (2022). Factors Affecting Purchase Intentions of Home-Based Food Products. International Journal of Academic Research in Business and Social Sciences, 12(11).
(Baharuddin et al., 2024)
Baharuddin, F. N., Musa, A. H., Antara, P. M., Selamat, S. M., Ali, A., & Beta, R. M. D. M. (2024). Determining Factors of Home-based SME Malaysian Brand Purchase Intention: A Conceptual Paper. International Journal of Academic Research in Business and Social Sciences, 14(5), 940–944.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode