The Role of Price Perception and Perceived Risk in Shaping Online Food and Beverage Purchase Decisions
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Abstract
This study investigates the impact of price perception and perceived risk on consumers' online purchasing decisions for food and beverage. The population in this study consists of consumers who purchase food and beverages online through platforms such as GoFood, GrabFood, and ShopeeFood. The sample consists of 120 respondents chosen through purposive sampling, and the analysis was carried out using multiple linear regression in SPSS. The research shows that purchasing decisions are influenced by both price perception and perceived risk, both partial and simultaneous. This research provides insights for food and beverage sellers using GoFood, GrabFood, and ShopeeFood platforms, suggesting that implementing appropriate pricing strategies and minimizing perceived risks can potentially influence purchasing decisions.
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How to Cite
Alfira, H., & Chaerani, G. M. A. (2025). The Role of Price Perception and Perceived Risk in Shaping Online Food and Beverage Purchase Decisions. ProBisnis : Jurnal Manajemen, 16(4), 861–868. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1087
References
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Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
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Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-Cultural Differences in Perceived Risk of Online Shopping. Journal of Interactive Advertising, 4(2), 20–29. https://doi.org/10.1080/15252019.2004.10722084
Kotler, P., & Armstrong, G. (2018). Principle of Marketing (Seventeen). Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). A Framework For Marketing Management (6th ed.). Pearson Education, Inc.
Laroche, M., Yang, Z., Mcdougall, G. H. G., & Bergeron, J. (2005). Internet versus Bricks and mortar Retailers: An Investigation into Intangibility and Its Consequences. Journal of Retailing, 81(4), 251–267. https://doi.org/10.1016/j.jretai.2004.11.002
Leung, X. Y., & Cai, R. (2021). How pandemic severity moderates digital food ordering risks during COVID-19 : An application of prospect theory and risk perception framework. Journal of Hospitality and Tourism Management, 47, 497–505. https://doi.org/10.1016/j.jhtm.2021.05.002
Phamthi, V. A., Nagy, Á., & Ngo, T. M. (2024). The influence of Perceived Risk on Purchase Intention in e-commerce—Systematic Review and Research Agenda. International Journal of Consumer Studies, 48(4), 1–28. https://doi.org/10.1111/ijcs.13067
Pillai, S. G., Kim, W. G., Haldorai, K., & Kim, H.-S. (2022). Online food delivery services and consumers’ purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management, 105(2). https://doi.org/10.1016/j.ijhm.2022.103275
Rijal, K., & Made Sukresna, I. (2024). The Effect of Price Perception, Product Reviews, and Product Appearance on Purchasing Decisions. Research Horizon, 4(4), 147–154.
Rully Adhiyani, O., Winarni, S., Tinggi, S., Ekonomi, I., Ykp, ", & Yogyakarta, ". (2025). The Influence of Price Perception, Perceived Ease of Use, and Perceived Risk on Consumer Purchasing Decisions on TikTok Shop in Surakarta. YUME : Journal of Management, 8(2), 90–99.
Skvarciany, V., & Jurevičienė, D. (2017). Factors Affecting Personal Customers’ Trust in Traditional Banking: Case of The Baltics. Journal of Business Economics and Management, 18(4), 636–649. https://doi.org/10.3846/16111699.2017.1345784
Taylor, J. W. (1974). The Role of Risk in Consumer Behavior. Journal of Marketing, 38(2). https://doi.org/10.2307/1250198
Ariffin, S. K., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Bauer, R. A. (1960). Consumer Behavior as Risk. In Dynamic Marketing for a Changing Word (pp. 389–398). American Marketing Association.
Bhatti, A., Akram, H., Khan, A. U., Basit, M., & Jahangir, M. A. (2020). Effect of Financial Risk , Privacy Risk and Product Risk on Online Shopping Behavior. Journal of Xidian University, 14(5), 2871–2883. https://doi.org/10.37896/jxu14.5/326
Choe, J. Y. J., Kim, J. J., & Hwang, J. (2021). Perceived risks from drone food delivery services before and after COVID-19. International Journal of Contemporary Hospitality Management, 33(4), 1276–1296. https://doi.org/10.1108/IJCHM-08-2020-0839
Forsythe, S. M., & Shi, B. (2003). Consumer Patronage and Risk Perceptions in Internet Shopping. Journal of Business Research, 56(11), 867–875. https://doi.org/10.1016/S0148-2963(01)00273-9
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Handoyo, S. (2024). Purchasing in the digital age : A meta-analytical perspective on trust , risk , security , and e-WOM in e-commerce. Heliyon, 10(8), e29714. https://doi.org/10.1016/j.heliyon.2024.e29714
Hareka, M. B., & Harwani, Y. (2025). The Influence of Promotion, Price Perception, Convenience and Trust on Food and Beverage Purchasing Decisions Using Gofood Features (Gojek Application Study in West Jakarta). Dinasti International Journal of Digital Business Management, 6(2), 180–188.
Ismara, H., & Jaya, R. C. (2024). The Influence of Product Innovation and Price Perception on Coffee Purchasing Decisions on the Aerocoffeenery Soreang Online Platform Application. Dinasti International Journal of Digital Business Management, 5(4), 767–774. https://doi.org/10.38035/dijdbm.v5i4.2770
Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-Cultural Differences in Perceived Risk of Online Shopping. Journal of Interactive Advertising, 4(2), 20–29. https://doi.org/10.1080/15252019.2004.10722084
Kotler, P., & Armstrong, G. (2018). Principle of Marketing (Seventeen). Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). A Framework For Marketing Management (6th ed.). Pearson Education, Inc.
Laroche, M., Yang, Z., Mcdougall, G. H. G., & Bergeron, J. (2005). Internet versus Bricks and mortar Retailers: An Investigation into Intangibility and Its Consequences. Journal of Retailing, 81(4), 251–267. https://doi.org/10.1016/j.jretai.2004.11.002
Leung, X. Y., & Cai, R. (2021). How pandemic severity moderates digital food ordering risks during COVID-19 : An application of prospect theory and risk perception framework. Journal of Hospitality and Tourism Management, 47, 497–505. https://doi.org/10.1016/j.jhtm.2021.05.002
Phamthi, V. A., Nagy, Á., & Ngo, T. M. (2024). The influence of Perceived Risk on Purchase Intention in e-commerce—Systematic Review and Research Agenda. International Journal of Consumer Studies, 48(4), 1–28. https://doi.org/10.1111/ijcs.13067
Pillai, S. G., Kim, W. G., Haldorai, K., & Kim, H.-S. (2022). Online food delivery services and consumers’ purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management, 105(2). https://doi.org/10.1016/j.ijhm.2022.103275
Rijal, K., & Made Sukresna, I. (2024). The Effect of Price Perception, Product Reviews, and Product Appearance on Purchasing Decisions. Research Horizon, 4(4), 147–154.
Rully Adhiyani, O., Winarni, S., Tinggi, S., Ekonomi, I., Ykp, ", & Yogyakarta, ". (2025). The Influence of Price Perception, Perceived Ease of Use, and Perceived Risk on Consumer Purchasing Decisions on TikTok Shop in Surakarta. YUME : Journal of Management, 8(2), 90–99.
Skvarciany, V., & Jurevičienė, D. (2017). Factors Affecting Personal Customers’ Trust in Traditional Banking: Case of The Baltics. Journal of Business Economics and Management, 18(4), 636–649. https://doi.org/10.3846/16111699.2017.1345784
Taylor, J. W. (1974). The Role of Risk in Consumer Behavior. Journal of Marketing, 38(2). https://doi.org/10.2307/1250198