Local Foodservice Brand Choice in Makassar, Indonesia: Authenticity Is Not Enough

Abstract

Local foodservice businesses in Makassar, Indonesia, increasingly compete through cultural authenticity, hygiene assurance, food quality, digital visibility, and customer experience. This study examines how these factors shape foodservice brand choice intention in a local culinary market known for distinctive regional dishes such as Coto Makassar, Pallubasa, Konro, Sop Saudara, and Barongko. Drawing on the Stimulus Organism Response framework, the study proposes that food authenticity, perceived hygiene, food quality, and social media visibility influence foodservice brand experience, which subsequently enhances emotional attachment, brand loyalty, and foodservice brand choice intention. Perceived price fairness is also examined as a moderator of the relationship between foodservice brand experience and brand loyalty. Data from 348 customers of traditional restaurants, street food vendors, food stalls, culinary markets, and culinary small and medium enterprises in Makassar were analyzed using Partial Least Squares Structural Equation Modeling. The findings show that food quality is the strongest predictor of foodservice brand experience, followed by food authenticity, perceived hygiene, and social media visibility. Foodservice brand experience significantly strengthens emotional attachment, while emotional attachment significantly enhances brand loyalty. Brand loyalty is the strongest predictor of foodservice brand choice intention. However, emotional attachment does not directly influence brand choice intention, indicating that emotional connection becomes behaviorally meaningful primarily through loyalty. The moderation analysis further shows that perceived price fairness strengthens the relationship between foodservice brand experience and brand loyalty. The study contributes to foodservice business research by demonstrating that authenticity alone is insufficient to secure customer choice. Local foodservice brands must combine authentic culinary identity with quality consistency, hygiene visibility, digital presence, emotional experience, loyalty building, and fair pricing.