Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
Building Millennials and Gen Z Customersâ Attitude and Purchase Intention toward Local Indonesian Cuisine by Integrating Theory of Planned Behavior and Value Attitude Model
Skripsi, 044 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 09:21:10
Oleh : Elsa Veronica - 175264045 (elsa.veronica.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : local cuisine, Theory of Planned Behavior, Value Attitude Models, culinary, tourism
The food tourist traveler community is a large and growing community in Indonesia. This opportunity must be utilized optimally by Indonesian culinary tourism. However, researchers found that Indonesian Millennials and Gen Z's interest in local cuisine is still lower than international cuisine in a pilot study. Accordingly, the study aims to determine the perceptions and factors that affect the intention of consumers to purchase local cuisine by combining the Theory of Planned Behavior (TPB) and Value Attitude Model (VAM) that have never been done before. This research also examines differences in attitude and purchase intentions of the Millennials and Gen Z, which is the largest number of consumers in Indonesia. In addition, this study aims to find out the reasons and expectations of Millennials and Gen Z in purchasing local cuisine. This study had 509 respondents obtained through non-probability sampling with a purposive sampling technique. The study uses mixed methods to obtain comprehensive results. The data were tested using SPSS and Smart-PLS to perform quantitative data analysis. The results show that the three consumption values in VAM, namely emotional, price, and epistemic value are significant factors that shape consumers' attitudes toward local Indonesian cuisine. Also, attitude, subjective norm, and perceived behavioral control have a significant impact on their purchase intention. Then, the researchers found differences in Taste/Quality Value and Subjective Norm on Attitude and differences in the effect of Attitude and Subjective Norm on Purchase Intention in two generations of consumers. In addition, the results of qualitative research reveal that the strongest reason for Millennials and Gen Z to purchase is because local Indonesian cuisine has a good taste and is rich in spices. However, they expect that local Indonesian cuisine businesses are more innovative and creative in serving local cuisine without removing its authentic taste. Keywords: local cuisine, Theory of Planned Behavior, Value Attitude Models, culinary, tourism.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 09:21:10
Oleh : Elsa Veronica - 175264045 (elsa.veronica.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : local cuisine, Theory of Planned Behavior, Value Attitude Models, culinary, tourism
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Deskripsi Alternatif :The food tourist traveler community is a large and growing community in Indonesia. This opportunity must be utilized optimally by Indonesian culinary tourism. However, researchers found that Indonesian Millennials and Gen Z's interest in local cuisine is still lower than international cuisine in a pilot study. Accordingly, the study aims to determine the perceptions and factors that affect the intention of consumers to purchase local cuisine by combining the Theory of Planned Behavior (TPB) and Value Attitude Model (VAM) that have never been done before. This research also examines differences in attitude and purchase intentions of the Millennials and Gen Z, which is the largest number of consumers in Indonesia. In addition, this study aims to find out the reasons and expectations of Millennials and Gen Z in purchasing local cuisine. This study had 509 respondents obtained through non-probability sampling with a purposive sampling technique. The study uses mixed methods to obtain comprehensive results. The data were tested using SPSS and Smart-PLS to perform quantitative data analysis. The results show that the three consumption values in VAM, namely emotional, price, and epistemic value are significant factors that shape consumers' attitudes toward local Indonesian cuisine. Also, attitude, subjective norm, and perceived behavioral control have a significant impact on their purchase intention. Then, the researchers found differences in Taste/Quality Value and Subjective Norm on Attitude and differences in the effect of Attitude and Subjective Norm on Purchase Intention in two generations of consumers. In addition, the results of qualitative research reveal that the strongest reason for Millennials and Gen Z to purchase is because local Indonesian cuisine has a good taste and is rich in spices. However, they expect that local Indonesian cuisine businesses are more innovative and creative in serving local cuisine without removing its authentic taste. Keywords: local cuisine, Theory of Planned Behavior, Value Attitude Models, culinary, tourism.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Dr. Lusianus Kusdibyo, MBA.
Co-Supervisor: Widi Senalasari, S.Ak., M.M., Editor: Erlin Arvelina
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