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All Journal Pringgitan International Journal of Tourism
Nursiana, Adinoto
Sekolah Tinggi Ilmu Ekonomi Wiyatamandala
Arts Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Pringgitan

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DO PANDEMIC AND LIFESTYLE CHANGES INFLUENCE THE SHIFT FROM FAST FOOD TO HOME COOKED FOOD? Nursiana, Adinoto; Budhijono, Fongnawati; Sutrisno, Sutrisno; Hikmawati, Meiana Maulida
Pringgitan Vol 6, No 2 (2025): Pringgitan
Publisher : Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47256/prg.v6i2.1114

Abstract

This study aims to analyze the impact of the COVID-19 pandemic and lifestyle changes on the shift in consumer preferences from fast food to home-cooked meals and to formulate adaptive marketing strategies for culinary businesses. This study is quantitative with a descriptive-inferential verification design. The sample consisted of 150 respondents selected through purposive sampling from the urban consumer population in Indonesia. The research instrument was a Likert-scale questionnaire transformed using the Certainty Method. Data analysis was performed using multiple linear regression analysis with the help of SPSS software. Empirical data testing was conducted at a significance level of 0.05. The results of the study, after undergoing the classical assumption test, indicate that the pandemic and lifestyle changes have a positive and significant effect on the shift in consumption to home-cooked meals. The practical implications of this study suggest that fast food businesses adopt adaptive marketing strategies in the form of product development that emphasizes health and food safety aspects.
Co-Authors Budhijono, Fongnawati Kiswantoro, Amin Meiana Maulida Hikmawati Sugiarto, Sugiarto Sutrisno, Sutrisno Wahjudi, Januar