Ramadan Takjil Purchasing among Migrant University Students in Gegerkalong: A Descriptive Consumer Behavior Study

Abstract

Ramadan food markets create a concentrated setting in which migrant university students encounter multiple commercial cues while managing their own spending. This study describes purchasing-related responses among migrant students who bought takjil in Gegerkalong, Bandung, during Ramadan 2026. A cross-sectional descriptive survey was conducted using purposive sampling. The final dataset comprised 99 completed questionnaires organized around six consumer-behavior indicators adapted from Sumartono. Responses were summarized using frequencies and percentages; the design did not test causal relationships. Combined affirmative responses were highest for attractive packaging or presentation (56%) and price reductions or discounts (50%). Influencer or advertising content and purchasing two similar items each received 39%, followed by gifts or bonuses (25%) and maintaining prestige (12%). For selected items, 39% agreed and 17% strongly agreed that packaging or presentation affected their purchasing, whereas 38% strongly disagreed and 33% disagreed that prestige motivated them. The findings indicate that sensory and price-related cues were more frequently endorsed than status-oriented motives in this sample. They do not, however, establish that these cues caused excessive purchasing, food waste, fear of missing out, or weak financial literacy. The study contributes a localized description of Ramadan purchasing patterns and relates them cautiously to Islamic consumption ethics. Practical implications include purchase planning, budget awareness, and critical engagement with digital food promotion.