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All Journal Jurnal Pariwisata JURNAL MANAJEMEN JURNAL EKSBIS Journal FAME (Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services Jurnal Bisnis Hospitaliti Jurnal Sains Terapan Pariwisata TRJ (Tourism Research Journal) Jurnal Ilmiah Pariwisata
Tri Djoko Sulistiyo, Tri Djoko
Sekolah Tinggi Pariwisata Trisakti
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PENGARUH BRAND IMAGE DAN PACKAGING GETUK SINGKONG TERHADAP MINAT GENERASI MUDA MENGKONSUMSI MAKANAN TRADISIONAL DI JABODETABEK Tri Djoko Sulistiyo; Christofos Kevin
Journal FAME: Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services Vol 2, No 2 (2019): Journal Food and Beverage, Product and Services, Accommodation Industry, Enterta
Publisher : Akademi Pariwisata Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/fame.v2i2.1988

Abstract

ABSTRACTTourism Industry nowadays is developing rapidly, this must be supported by the development in the field of traditional culinary industry. But in fact, today’s traditional culinary has begun to be forgotten and replaced by fast food or modern food. This research was aimed to analyzed the influence brand image, packaging, brand image and packaging of getuk singkong to the interest of consuming traditional food of young generation. The research methodology that will be used is quantitative. This study use the student of Trisakti School of Tourism for respondents. From the result of this research, it can be concluded that Brand Image getuk singkong will increase by 0,496, Packaging getuk singkong variable will increase by 0,399, and this also supported by the ability of Brand Image and Packaging getuk singkong variables of 65,8% to influence the interest of young generation to consume traditional foods. Based on the result of this study is also suggested to the business influencer to pay more attention to all aspects that exist within the existing product and several factors that can improve the quality of existing product.Keywords: Brand Image, Packaging, Interest of Consuming Traditional Food, Young Generation, Getuk SingkongABSTRAKPerkembangan industri pariwisata saat ini sangatlah pesat, hal ini juga harus didukung dengan adanya perkembangan di bidang industri kuliner khususnya kuliner tradisional. Namun pada kenyataannya, saat ini kuliner tradisional sudah mulai terlupakan dan tergantikan oleh makanan cepat saji atau makanan modern. Penelitian ini bertujuan menganalisis pengaruh brand image, packaging, serta brand image dan packaging terhadap minat mengkonsumsi makanan tradisional generasi muda. Adapun metode penelitian yang akan digunakan adalah kuantitatif. Penelitian ini menggunakan responden adalah mahasiswa dan mahasiswi Sekolah Tinggi Pariwisata Trisakti. Dari hasil penelitian ini dapat disimpulkan bahwa brand image dan packaging getuk singkong mempengaruhi minat generasi muda mengkonsumsi makanan tradisional, dimana pada setiap kenaikan satu satuan maka variabel Brand Image getuk singkong akan meningkat sebesar 0,496 dan variabel Packaging getuk singkong akan meningkat sebesar 0,399. Dan hal ini juga didukung kemampuan variabel Brand Image dan Packaging getuk singkong sebesar 65,8% untuk mempengaruhi variabel minat generasi muda mengkonsumsi makanan tradisional. Berdasarkan hasil dari penelitian ini juga disarankan kepada pelaku bisnis untuk dapat memperhatikan segala aspek yang ada didalam produk yang ada serta beberapa faktor yang dapat meningkatkan kualitas produk yang ada.Kata kunci: Brand Image, Packaging, Minat Mengkonsumsi Makanan Tradisional, Generasi Muda, Getuk Singkong
Co-Authors Adam Rachmatullah Adhi Trirachmadi Mumin Agus Riyadi Christofos Kevin Devita Gantina Doni Muhardiansyah Haryono, Joko Irfal, Irfal Johani Sakti, Pricilia Michael Khrisna Aditya Nurbaeti Nurbaeti Oktaviani, Desy Rina Fitriana Rudolf Pangkerego, Eduard Sarfilianty Anggiani, Sarfilianty Sarwoko Sarwoko Sri Mariati Totok Sugiharto, Totok