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All Journal Jurnal Ekonomi JAM : Jurnal Aplikasi Manajemen Jurnal Muara Ilmu Ekonomi dan Bisnis Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Manajemen Wahana Dedikasi : Jurnal PkM Ilmu Kependidikan PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat International Journal of Application on Economics and Business
Tjokrosaputro, Miharni
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Aerospace Engineering Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Social Sciences Veterinary

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Journal : JAM : Jurnal Aplikasi Manajemen

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EXPERIENTIAL VALUE TOWARD BEHAVIORAL INTENTION OF LOCAL FOOD THROUGH CONSUMER ATTITUDE: INSIGHT FROM GEN Z'S IN JAKARTA Tjokrosaputro, Miharni
Jurnal Aplikasi Manajemen Vol. 21 No. 1 (2023)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2023.021.1.13

Abstract

Recently, there has been an increase in public excitement for cu­li­nary experiences, including local cuisine exploration. The wide range of Indone­sian cultures significantly impacts the variety of local food variations, which must be maintained. However, Indonesian Gen Z (27.94% of the overall popu­lation) prefers food from other cultures to their own. So, this study examines the role of experiential value as an antecedent of Generation Z's attitude to local food and its influence on behavioral intentions. This research will exa­mi­ne the role of consumer attitude as a mediator in the relationship between va­lues on the behavioral intentions of Gen Z in Jakarta towards local food. The research was conducted using convenience sampling through a questionnaire by a cross-sectional survey. The data were obtained from 130 respondents and processed further with SmartPLS. The test results show that the experience va­lue of Gen Z has a positive and significant effect on consumers' behavior and behavioral intentions toward local food. Thus, Gen Z's behavior has a posi­tive and significant impact on the behavioral intention of Gen Z toward local fo­od. Experiential value has a positive effect on the behavioral intention of Gen Z towards local food, mediated by consumer attitudes. This research pro­vides input for local food entrepreneurs about the importance of experiential va­lue through the dimensions of customers' return on investment, aesthetics, and cheerfulness. The experiential value positively influences Gen Z's attitude and behavioral intentions toward local food. For academics, this research can ex­pand and enrich research in the food industry, especially local food.
Co-Authors Anastasia Anastasia Ariesta, Nicholas Ariniputri, Nadia Aryanti, Rosaria Camelia, Eka Cham, Adelia Angelina Benya Chindradinata, Valerio Cokki, Cokki Delon Herjana, Steven Devotyasto, Mario Elisa, Santa Erliana, Erliana Gunawan, Vindi Gunawan, Yuko Indrawan, Satriya Cahya Kennilyn, Thio Krisnaputra, Ariel Lie, Brenden Manurung, Boris Mellisa, Mellisa Octavia, Yolanda Pranjono, Dionisius Erwin Putri, Catherine Chandra Reyvina, Reyvina Santi, Indria Sherly Yunita, Sherly Takaria, Zifora Yanesya Tjayadi, Stefanni Wijaya, Fendy Wijaya, Marchellia William, Glen