LAUSR

The lack of public understanding of frozen meat encourages consumers to buy only fresh meat, which has caused imported frozen meat to remain unabsorbed by the market despite the growing demand for meat. This study aims to analyze consumer perceptions that affect the intention to purchase frozen meat, which is mediated by the attitude toward frozen meat. Several factors were tested: perceived nutritional content, perceived sensory appeal, and perceived price. The method used in this study is quantitative ̶ an online questionnaire collects data from 536 customers who are the buyers and decision-makers in buying meat in their household. Structural equation modeling (SEM) was used to analyze the data. The results of this study indicate that higher consumer perceptions of nutritional content, sensory appeal, and price lead to higher attitudes toward frozen meat and in turn, increase purchase intention.