DEVELOPMENT OF A MODEL OF CONSUMPTION INTENTION TRADITIONAL FOOD BY CONSIDERING THE INFLUENCE OF TRADITIONAL FOOD QUALITY, PRICE FAIRNESS, EXPERIENTIAL VALUE, SATISFACTION, AND NOSTALGIC EMOTIONS

• Main Author: Okta Nurisa, Elvira
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79614
• Institution: Institut Teknologi Bandung

The food and beverage industry is one of the industries with positive prospects in Indonesia. The food and beverage industry contributes 34% of Indonesia's GDP (Harnum, 2021). In 2023, the food and beverage industry will increase by 4.9% (DataIndonesia.id, 2023). Indonesia is also a biodiversity country that has a wealth of various raw materials, so it's no wonder that Indonesia has more than 3,259 traditional culinary delights (Lestari, 2019). Indonesia's diverse traditional food is now less and less in demand and is increasingly inferior to modern food. Some traditional food vendors innovate food to make it more contemporary and attract consumers. Such efforts can threaten the loss of the uniqueness and authentic value of traditional cakes. Efforts to protect traditional food must be carried out appropriately so as not only to make traditional food sustainable, but also to maintain the uniqueness of traditional food. This study aims to further examine the relationship between the quality of traditional food and the intention to consume traditional food to find out what factors consumers see when consuming traditional food. In addition, this research will also find out more about the influence of nostalgic emotions on the intention to consume traditional food as a marketing method used to preserve traditional food by maintaining its uniqueness. There are six constructs examined in this study, namely traditional food quality, price fairness, experiential value, nostalgic emotion, and consumption intention. This research will be limited to traditional cake-type foods with the research targets being Generations X, Y, and Z. In total, 456 responses were collected, of which only 449 data met the criteria that could be processed further. The data collected is then processed through demographic data which consists of several variables such as generation, gender, domicile, and occupation. Testing the research model will use the Partial Least Square Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The research results show that the constructs of traditional food quality, price fairness, experiential value, satisfaction influence consumption intention. Nostalgic emotions have also been proven to influence intentions to consume traditional food. Apart from that, this research also proved that the health construct does not build perceptions of the quality of traditional food. This is because in Indonesia traditional cakes are often associated with the concept of market snacks which are not very hygienic and are seen as a snack that is not rich in nutrients.