Health-Oriented Retail Strategies: How the Perceived Accessibility of Nutri-Level Labels Influences Customer Attitudes, Satisfaction, Repurchase Intentions, and Loyalty
Strategi Ritel Berorientasi Kesehatan: Bagaimana Persepsi Aksesibilitas Label Tingkat Nutrisi Mempengaruhi Sikap Pelanggan, Kepuasan, Niat Pembelian Ulang, dan Loyalitas
DOI:
https://doi.org/10.21070/jbmp.v12i1.2302Keywords:
Customer attitudes, Nutri-Level Labels, perceived accessibility, repurchase intention, retail environmentAbstract
This study examines how the perceived accessibility of Nutri-Level Labels (NLLs) influences customer attitudes, satisfaction, loyalty, and repurchase intentions in Indonesian retail environments. Using a quantitative approach, data were collected from 320 respondents through purposive sampling and analyzed via partial least squares structural equation modeling (PLS-SEM). Results show that perceived accessibility of nutrition labels significantly enhances customer attitudes and satisfaction, which in turn positively affect loyalty and repurchase intentions. Moreover, customer attitudes and satisfaction fully mediate the relationship between label accessibility and behavioral outcomes. These findings suggest that making nutrition information easily accessible shapes healthier consumer behaviors. Retailers and policymakers are encouraged to adopt user-centered store designs and clear labeling systems to support health-conscious decision-making and build long-term customer loyalty.
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