Motives of Indonesia Millennial on Consuming Local Foods and Their Level of Consumption

• Main Author: Wibowo - nim: 29116222 , Dio
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26709
• Institution: Institut Teknologi Bandung

The food business in Indonesia is very dynamic and agile. The customers have wide preferences before consuming local food by the help of technology. Indonesia Millennial as an objection on this research has its own attitude. Millennial is the huge market to explore and it is potential market for any industries. The research spotted millennial behaviors and how they consume local food. There are several motives that influence millennial generation to consume local food. The research was tracking millennial general attitude toward local food and its level of consumption. <br /> <br /> Research used the quantitative analysis; exploratory research and conclusive research methodology. Exploratory research is a first step methodology, following by the additional research to provide more conclusive evidence. This Method will conduct interview and spread questionnaire to several respondents as informants. The information used as for insight for the next methodology. Conclusive research will verify and quantify the information that received from exploratory research. Conclusive research generates findings that are useful in reaching conclusions and decision-making. This technique uses statistical tests and larger simple. The conclusive research contained analysis of description, regression, correlation, determination and T test. On the description analysis, it showed that several objects work as significant factors that influence attitude of millennial on consuming local food, such as; informative and entertain contents on social media networks, look and taste of local food, hygiene and high protein food, cheap and affordable price, dine out and posting picture as a habit, and eating local food with friends and going out to comfortable restaurants to socialize. <br /> <br /> It has been proven on the research that variables of food choice motives (social media, sensory appeal, health & weight control, price, habit, and sociablity & social image) have a significant influence to local food consumption. Moreover, general attitude toward local food has a positive influence to local food consumption. Thus, Indonesia millennial generation has positive behavior on consuming local food. Millennial generations claimed that they are a local food consumers and eating local food is their daily habit. Moreover, millennial claimed that they go out frequently with their friends to consume local food and prefer to go out at comfortable restaurants to socialize with their peers.