The purpose of this study is to examine the determinant variables of intention to purchase
branded meat. This research employs quantitative methods. The purposive sampling technique was
used to determine the sample. The information was gathered through online questionnaires
distributed to 202 respondents who met the criteria which had purchased Fiesta chicken product at
least once.
The data analysis continued using the Structural Equation Model (SEM) method. This study
tests a model including factors associated with branded meat purchase intentions. SmartPLS, version
4 were used for data analysis, aids in hypothesis testing by putting the factor variables. Consumer
attitude toward branded meat, subjective norms, brand trust, and perceived behavioral control are
positively influence intentions to purchase branded meat. It contrasted the variabel health
consciousness that influence negatively towards Fiesta frozen chicken products intention to
purchase. The findings can help public policymakers and managers to understand consumers’
branded meat purchase tendencies and help to increase purchase intention toward branded meat.