Pengaruh sikap dan norma subjketif generasi z terhadap kecenderungan mengonsumsi kuliner lokal Indonesia

Surya, Adi (2024) Pengaruh sikap dan norma subjketif generasi z terhadap kecenderungan mengonsumsi kuliner lokal Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia merupakan negara yang dikenal dengan kekayaan kulinernya, keberagaman ini dipengaruhi oleh faktor-faktor seperti ketersediaan sumber daya alam, kondisi geografis dan kebudayaan yang heterogen, hal ini berimbas dengan dikenalnya secara luas kuliner lokal Indonesia oleh masyarakat dunia dan memberikan peluang yang dapat dioptimalkan oleh sektor kuliner lokal Indonesia, selain itu Generasi Z merupakan kelompok usia terbesar di Indonesia saat ini yang membelanjakan sebagian besar uangnya untuk membeli makanan. Akan tetapi, kuliner lokal justru mengalami penurunan minat jika dibandingkan dengan kuliner non-lokal. Kuliner non-lokal masih menjadi pilihan utama Generasi Z dalam konsumsi sehari hari, kecenderungan untuk memilih kuliner non-lokal berpotensi mengancam keberlanjutan kuliner lokal Indonesia. Oleh karena itu pemahaman lebih lanjut mengenai faktor-faktor psikologis berdasarkan The Planned Behavior Theory, diterapkan pada penelitian ini, dengan tujuan untuk mengeksplorasi kontribusi persepsi sikap dan norma subjektif Generasi Z terhadap kecenderungan mengonsumsi kuliner lokal Indonesia. Variabel sikap dan norma subjektif dalam penelitian ini mengacu pada The Planned Behavior Theory digunakan untuk memenuhi tujuan penelitian. Penelitian ini menggunakan pendekatan bersifat kuantitatif. Pengumpulan data dalam penelitian ini dilakukan melalui survei yang disebarkan secara daring melalui instrumen kuesioner daring berupa Google Form dan diukur menggunakan skala likert 1-6. Sasaran populasi dalam penelitian ini Generasi Z secara keseluruhan, pria maupun wanita berdomisili di dalam dan luar Jabodetabek yang memiliki kecenderungan mengonsumsi kuliner lokal Indonesia. Proses pengumpulan data dilakukan selama periode September hingga Oktober 2023 dan berhasil memperoleh 103 responden, data yang telah terkumpul dianalisis menggunakan metode analisis statistik multivariat structural equation modelling (SEM) dan teknik sampling non-probability dengan menerapkan convenience random sampling. Data yang telah terkumpul kemudian diolah menggunakan alat uji validitas Smartpls 3. Hasil dari penelitian menunjukan bahwa variabel eksogen sikap memengaruhi variabel endogen kecenderungan mengonsumsi kuliner lokal positif sebesar 0,500 dengan nilai T-Statistic sebesar 5,640, begitu juga dengan variabel eksogen norma subjektif mempengaruhi variabel endogen kecenderungan konsumsi kuliner lokal positif sebesar 0,396 dengan nilai T-Statistic 4,992. Kesimpulan berdasarkan hasil data yang telah diolah menunjukan bahwa sikap dan norma subjektif individu berpengaruh pada kecenderungan mengonsumsi kuliner lokal, dengan sikap (faktor internal) sebagai penunjang utama dalam kecenderungan mengonsumsi kuliner lokal./Indonesia is a country known for its culinary diversity, which is influenced by factors such as the availability of natural resources, heterogeneous geographical and cultural conditions. This has resulted in the widespread recognition of Indonesian local cuisine by the world community and provides opportunities that can be optimized by the Indonesian local culinary sector. In addition, Generation Z is the largest age group in Indonesia today, who spend most of their money on food. However, local cuisine is actually experiencing a decline in interest compared to non-local cuisine. Non-local cuisine is still the main choice for Generation Z in their daily consumption. The tendency to choose non-local cuisine has the potential to threaten the sustainability of Indonesian local cuisine. Therefore, a further understanding of the psychological factors based on the Planned Behavior Theory was applied in this study, with the aim of exploring the contribution of Generation Z's perception of attitudes and subjective norms to the tendency to consume Indonesian local cuisine. The attitude and subjective norm variables in this study refer to the Planned Behavior Theory to meet the research objectives. This study uses a quantitative approach. Data collection in this study was carried out through a survey distributed online through an online questionnaire instrument in the form of a Google Form and measured using a Likert scale of 1-6. The target population in this study was Generation Z as a whole, both men and women residing in and outside of Jabodetabek who have a tendency to consume Indonesian local cuisine. The data collection process was carried out during the period of September to October 2023 and successfully obtained 103 respondents. The data that has been collected was analyzed using the multivariate statistical analysis method of structural equation modeling (SEM) and non-probability sampling techniques by applying convenience random sampling. The data that has been collected is then processed using the Smartpls 3 validity test tool. The results of the study showed that the exogenous variable of attitude influenced the endogenous variable of the tendency to consume local cuisine positively by 0.500 with a T-Statistic value of 5.640. Similarly, the exogenous variable of subjective norm influenced the endogenous variable of the tendency to consume local cuisine positively by 0.396 with a T-Statistic value of 4.992. The conclusion based on the processed data showed that attitudes and subjective norms of individuals influence the tendency to consume local cuisine, with attitudes (internal factors) as the main support in the tendency to consume local cuisine.

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