Purchase Intention of Customer in Somo Market, Bacoor City, Philippines

This study examined the influence of consumers purchase intentions in Somo market, with a particular emphasis on three main ideas: convenience, perceived food value, and perceived food quality. Quantitative descriptive research was used in the study and purposive sampling with 300 respondents. Survey questions were utilized to gather data with the 5-point likert scale. Weighted mean and structural equation model (SEM) were used to analyze the data. Based on the findings, Food Quality was very high, showing that each item strongly represents the latent construct. While Food Value and Purchase Intention were strong loadings, showing that each item strongly represents the latent construct. All constructs show strong internal consistency and more than 67%–78% of the variance in their items, confirming convergent validity. The direct effects of food quality to purchase intention was the higher food quality strongly increases purchase intention. On food value to purchase intention perceived value of food also increases purchase intention. While on gender to purchase intention, gender does not directly influence purchase intention. On location to purchase intention, location has a meaningful role in predicting purchase intention (e.g., convenience or accessibility matters). The moderation effects on gender does not moderate the relationship between food quality and purchase intention while gender does not moderate the relationship between food value and purchase intention. On location does not moderate the effect of food quality on purchase intention while location does not moderate the effect of food value on purchase intention. The model fits 71.9% of the variance in purchase intention, which indicates a substantial predictive power (Hair et al., 2021). This means that food quality, food value, and location collectively account for a large proportion of customers’ likelihood to purchase. The model is stable and reliable. Since the acceptable to good model fit values are below 0.08.