Consumer Motive Profiling Toward Instant Noodle Purchase Intention For Gen X And Millennial In Bandung

• Main Author: Yosafat Dargawan/ 29116211, Aldi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25315
• Institution: Institut Teknologi Bandung

Nowadays, by the development of technology, people become more aware about food safety. There are many restriction regarding food safety. One of them is Muslim people that are forced to consuming halal food. Indonesia consumer tend to consider noodles besides rice in their main menu. Many imported instant noodles products easily enter Indonesian market. Unfortunately, some import products are questioned about halal. This will affect the behavior of consumer where halal is no longer their primary motive in purchasing food product. The result, Indonesian Muslim consumer are no hesitate to purchase and consume imported instant noodle. If it continues, then it is potential to disrupt Indonesian Muslim consumer in running one of the sharia law, which is to eat halal food. <br /> <br /> This theory using Theory Planned Behavior. There are three methodologies for this research, industry analysis (PESTEL & marketing mix), exploratory research (interview), and conclusive research (questionnaire). PESTEL method to analyzing the external condition while marketing mix is to analyzing the business commerce of instant noodle industy. The respondents are separate by generation (Gen X & Millennial). All data is processed by regression test. Regression test are using multiple regression and simple regression analysis. <br /> <br /> This study reveals, despite there is no significant difference between Gen X and Millenial about the importance level to buy a instant nodle, consumer motivation of halal toward instant noodle for Milennial is higher than Gen X. Therefore the author giving several suggestion. One of them is for Muslim consumer. This research will help them to realize that halal is vital and valuable. There are also suggestion for companies to attract specific consumer so they canstreghten their product in the market. <br />