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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce
M. Amin
Universitas Labuhanbatu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Branding berbasis Budaya pada Kuliner Etnis dan Pengaruhnya terhadap Niat Membeli Konsumen Labuhanbatu Elvina Damayanti; Muhammad Yasir Arafat Pohan; M. Amin
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7817

Abstract

This study aims to identify and analyze the influence of culture-based branding on ethnic culinary products regarding consumer purchase intention, specifically among the Generation Z segment in Labuhanbatu Regency. A quantitative approach was employed, with a population consisting of consumers of ethnic culinary MSMEs in Labuhanbatu the exact size of which is unknown. Purposive sampling was used, and the sample size was determined using Cochran's formula, resulting in 96 respondents. Data were collected through observation, interviews, and questionnaires. Subsequently, the data were analyzed using multiple linear regression with the aid of SPSS software. The results indicate that cultural visual identity, cultural authenticity, and cultural storytelling each exert a positive and significant influence on consumer purchase intention. Conversely, the cultural value variable did not show a significant influence on consumer purchase intention in Labuhanbatu. Nevertheless, the four variables cultural visual identity, cultural value, cultural authenticity, and cultural storytelling were proven to simultaneously exert a positive and significant influence on consumer purchase intention. These findings suggest that implementing culture-based branding can be a relevant strategy for ethnic culinary MSMEs. Therefore, MSME operators in Labuhanbatu need to strengthen cultural elements in their marketing strategies, build emotional connections with consumers, and maintain product quality consistency to boost consumer purchase intention.
Co-Authors Elvina Damayanti Muhammad Yasir Arafat Pohan