Effect of Product Quality Perceptions on Satisfaction and Re-consumption Intention of Aruk Rice with The Addition of an Eco-Friendly Starter

Abstract

Aruk rice is a typical food from the Bangka-Belitung Islands Province. Aruk rice is made from fermented cassava to extract and process the flour into granules. Much research has been done on aruk rice made traditionally. One of the main problems in making Aruk rice is that it takes a long time, which is 7–10 days. This affects the production rate of Aruk rice. Adding a starter can overcome the relatively long process of making Aruk rice. The purpose of this study was to analyze the effect of perceived product quality on satisfaction and the intention to re-consume Aruk rice with the addition of a starter. The research method uses a survey method. The sampling technique used was purposive sampling with a total of 100 respondents. Respondents in this study were people who had consumed traditional Aruk rice. Research data were analyzed by SEM-PLS using SmartPLS Software version 4.0. The results showed that directly, perception of product quality had a positive and significant effect on people’s satisfaction when consuming Aruk rice with the addition of an environmentally friendly starter. However, the perception of product quality has a negative and significant effect on the intention to re-consume Aruk rice with the addition of an environmentally friendly starter. People prefer to consume Aruk rice traditionally because they are used to it. Nonetheless, it was observed that satisfaction positively and significantly influenced the intention to re-consume Aruk rice when the environmentally friendly starter was used. Moreover, the perception of product quality indirectly influenced the re-consumption intentions of Aruk ricebby adding the starter. These finding offer an opportunity for Aruk rice makers to enhance the product’s quality to meet consumer desires, potentially increasing consumer intentions to re-consume Aruk rice.