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Aspect Influenfing the Behavioral Intention of Generation Z In Consuming Traditional Food Product: A Study on MSMEs Citra Rasa

Skripsi, 021 / 2023 / IM
Undergraduate Theses from JBPTPPOLBAN / 2023-11-30 13:04:23
Oleh : 195264032 - Yusra Julia Chandra Hidayat (
Dibuat : 2023-11-30, dengan 4 file

Keyword : Generation Z, Product development, traditional food, behavioral intention


Deskripsi Alternatif :

The purpose of this research is to predict the behavioral intention of Generation Z in consuming traditional food. This study also analyzes product development strategies through innovation. So that it can be useful for companies in improving product development strategies. Then, the data in this study were collected through survey involving 447 respondents. The data will be processed and analyzed using the Structural Equation Model in the PLS-SEM application and then confirmed by interviewing generation Z who consume traditional food and sellers of traditional food products. The results of this study indicate that the results of this study indicate that product innovation gets a positive value and attitudes have a significant effect on the behavioral intention to consume traditional food. Then attitudes are influenced by health awareness, product innovation, product quality, and social influences that affect the behavioral intention to consume traditional food. This research will provide an understanding for traditional food businesses in improving traditional food product development strategies.

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  • Supervisor: Gundur Leo, S.Si., M.M., Editor: Erlin Arvelina