An Analysis of the Effects of Risk Culture, Corporate Governance, and Food Safety Compliance on Purchase Intention, Mediated by Customer Satisfaction and Consumer Trust: A Case Study of Mie Gacoan

Abstract

Indonesia’s rapidly expanding culinary industry requires restaurant businesses to maintain effective risk management, governance, and food safety practices to sustain consumer confidence and purchasing behavior. This study examined the effects of customer-perceived risk culture, corporate governance, and food safety compliance on purchase intention, with customer satisfaction and consumer trust as mediating variables among Mie Gacoan consumers. A quantitative explanatory research design was employed using purposive sampling. Data collected from 137 eligible respondents in Bogor were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4. The results showed that customer-perceived risk culture significantly affected customer satisfaction and consumer trust, while food safety compliance significantly influenced both mediating variables and emerged as the strongest predictor of consumer trust. Corporate governance had no significant effect on customer satisfaction, consumer trust, or purchase intention. Customer satisfaction and consumer trust significantly increased purchase intention, with consumer trust being the strongest direct predictor. Risk culture and food safety compliance did not directly affect purchase intention but primarily influenced it through mediation, particularly through the food safety compliance–consumer trust–purchase intention pathway. The study concluded that visible risk management practices and verifiable food safety assurance are essential for strengthening consumer trust, satisfaction, and purchase intention in Indonesia’s highly competitive contemporary fast-casual restaurant market.