<![CDATA[This study examined the cognitive structures underlying consumers' willingness to pay premium prices for traditional Indonesian soto in premium casual dining restaurants. Using Means-End Chain (MEC) methodology, in-depth laddering interviews were conducted with 10 urban professionals aged 25-45 at Assistant Manager level and above in Jabodetabek. NVivo 12 analysis identified 104 unique codes with 12 core codes appearing in ≥90% of respondents. The findings revealed four dominant cognitive pathways: (1) Comfort-Security-Occasion route, (2) Quality-Authenticity-Price Boundary route, (3) Service-Family Care route, and (4) Value-Fairness-Price Boundary route. Security emerged as the central terminal value, appearing in three of four pathways, challenging Western MEC literature where happiness or status typically dominate. The study introduced the concept of "Authenticity-Constrained Premiumization," wherein consumers accepted premium modifications only when traditional spice profiles remained dominant. A category-specific price anchor of Rp 100,000-150,000 was identified, distinct from general premium dining anchors. Family occasion emerged as the primary willingness-to-pay trigger, reflecting collectivist decision-making culture. This research contributes to emerging market consumer behavior literature by demonstrating that premium local food consumption is fundamentally collective and security-driven rather than individualistic and status-oriented. Managerial implications include prioritizing broth consistency, tender protein, anticipatory service, and family-inclusive features while communicating "premium but authentic" positioning.]]>
