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Contact Name
Izza Ulumuddin Ahmad Asshofi
Contact Email
izza.asshofi@dsn.dinus.ac.id
Phone
+6281339762820
Journal Mail Official
jogasto@shmpublisher.com
Editorial Address
Karanglo Street 64, Pedurungan, Semarang City, Central Java, Indonesia
Location
Kota semarang,
Jawa tengah
INDONESIA
Journal of Gastro Tourism (JOGASTO)
Published by shm publisher
ISSN : 29854350     EISSN : 29853931     DOI : https://doi.org/10.52465/jogasto
The Journal of Gastro Tourism (JOGASTO) e-ISSN: 2985-3931 | p-ISSN: 2985-4350 is a journal that contains research material related to tourism, hospitality, hotel, management, gastronomy, culinary, food and beverage. Various viewpoints are loaded with support from the presentation of material from researchers. The development of gastronomy, hospitality and tourism is possible to get the benefits of the application in life, especially from the perspective of the community, educational, and economic institutions. The Journal of Gastro Tourism, published by SHM Publisher in collaboration with Himpunan Lembaga Pendidikan Tinggi Pariwisata Indonesia, invites scholars to exchange science research papers related to the novelty in the field of tourism and disseminate them to the public. The JOGASTO publication period is carried out every six months, namely in February and August. But, authors can submit their work to JOGASTO at any time throughout the year, as the submission process is continuous. The topic of published papers might be subjected to one or more of the following scopes: Tourism Marine and Coastal Tourism Sustainable Tourism Ecotourism Border Tourism Travel Patterns and other topics related to the development of tourism destinations and infrastructure. Tourism Marketing Marketing Communications Tourists Behavior and other relevant marketing topics Tourism Industry and Investment Tourism Business Tourism Business Technology and Information tourism investment and other relevant topics in tourism industry Human Resources and Institutions Tourism Planning and Policy Tourism Workforce Inter-institutional relations and other topics in relation to human resources and institutions in the tourism
Articles 1 Documents
Search results for , issue "Vol. 4 No. 1 (2026): February 2026" : 1 Documents clear
Generation z’s evaluation of jamu as a herbal drink: implications for consumer purchase decisions Abryanto, Rano; Nindhita, Shafira
Journal of Gastro Tourism Vol. 4 No. 1 (2026): February 2026
Publisher : Surya Hijau Manfaat

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Abstract

Jamu as traditional herbal beverages are a big part of Indonesia's cuisine and health culture. But we still don't completely understand how important they are in current hospitality consumption, especially among those in Generation Z. This research investigates impact of the influence of perceived value of Jamu on the purchase choices of Generation Z consumers in hospitality and healthy-live daily settings. This study examines perceived value as a cognitive evaluation formed through awareness and perception, while family context is treated as a social influence that shapes how this value is constructed. On the other hand, decisions on what to buy are based on how customers act and why they want to buy. We collected information from 125 users who had already utilized Jamu. A quantitative technique was employed, utilizing descriptive statistics and simple linear regression, to analyse the association between perceived value and purchase outcomes. The findings indicate that Generation Z's purchasing decisions are considerably influenced by their perception of Jamu's value. Perception is the most essential value factor, followed by awareness and family context. The findings show that even though Jamu is based on tradition, Generation Z is more likely to self-minded it if they think it is safe, useful, and relate to their healthy-lives today. These findings highlight the imperative for hotel operators and foodservice providers to recontextualize traditional herbal beverages through immersive presentation, contemporary branding, and targeted marketing strategies.

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