Faktor-Faktor yang memengaruhi pilihan membeli jajanan tradisional

Angelica, Felicia and Angella, Daniella (2024) Faktor-Faktor yang memengaruhi pilihan membeli jajanan tradisional. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari pelaksanaan seminar hasil ini mempresentasikan hasil penelitian yang berjudul “Faktor-faktor yang Memengaruhi Pilihan Membeli Jajanan Tradisional”. Jajanan tradisional merupakan makanan serta minuman yang diolah oleh pengrajin makanan di tempat penjualan atau makanan dan minuman siap santap untuk dijual bagi masyarakat umum, dan telah ada sejak zaman dahulu. Tujuan penelitian ini untuk mengetahui sikap kebanggaan pada jajanan tradisional, empati pada jajanan tradisional, dan kepedulian sosial pada jajanan tradisional memengaruhi preferensi membeli pada jajanan tradisional dikarenakan harus dapat beradaptasi sesuai dengan preferensi atau selera konsumen. Penelitian ini menggunakan metode survei. Teknik pengumpulan data yaitu menggunakan simple random sampling dan data yang diperoleh dengan menggunakan instrumen kuesioner online. Dimensi waktu Cross Section yaitu pada September hingga Oktober 2023. Responden pada penelitian ini berjumlah sebanyak 240 yang merupakan konsumen jajanan tradisional dengan rentan umur kurang dari 20 tahun hingga lebih dari 40 tahun, serta berdomisili di Indonesia. Penelitian ini mendapatkan data analisis dengan menggunakan Software SmartPLS 3.0. Hasil dari seminar hasil ini yaitu adanya saran perbaikan dari reviewers berupa perbaikan penulisan penelitian dari segi teori dan teknis. Kata Kunci : Jajanan Tradisional, Preferensi, Kebanggaan, Empati, Kepedulian Sosial / The purpose of this results seminar is to present the findings of a study titled "Factors Influencing the Choice of Buying Traditional Snacks". Traditional snacks are food and drinks Prepared by food craftsmen at the market or it is also known as ready-to-eat food and drinks for sale to the general public, which have existed since a very long time. The purpose of this study was to determine the attitude of pride in traditional snacks, empathy for traditional snacks, and social concern for traditional snacks which affects the buying preferences in traditional snacks because they must be able to adapt to the consumer’s preference or taste. This research uses a survey method. The technique used to collect the data was simple random sampling and the data were obtained using an online questionnaire instrument. The Cross Section time frame is from September to October 2023. This study totaled 240 respondents who are traditional snack consumers with an age range of less than 20 years to more than 40 years, and resides in Indonesia. This study obtained data analysis using SmartPLS 3.0 software. The outcome of this results seminar is the suggestions for improvement from reviewers in the form of improving research writing in terms of theory and technicalities.Keywords: Traditional Snack, Preference, Pride, Empathy, Social Concern

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