Faktor-faktor yang memengaruhi pilihan membeli jajanan tradisional

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

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Abstract

Penelitian ini merupakan langkah mendalam untuk menggali perubahan perilaku konsumen terhadap jajanan tradisional, yang melibatkan penjelasan lebih rinci tentang dinamika kompleks antara tradisi dan tren modern dalam preferensi makanan. Meskipun konsumsi jajanan tradisional masih banyak diminati namun harus dapat beradaptasi sesuai dengan preferensi atau selera konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif deskriptif yang menggabungkan berbagai sumber data termasuk jurnal ilmiah terkini, publikasi industri yang terkemuka, serta survei yang merangkum pendapat dari responden dengan latar belakang dan usia yang berbeda-beda. Pendekatan ini disusun secara cermat untuk memberikan gambaran yang lebih holistik dan mendalam tentang faktor-faktor yang berpengaruh terhadap preferensi konsumen dalam membeli jajanan tradisional. Analisis data yang dilakukan dengan menggunakan alat Smart PLS 3 menonjolkan peran penting dari beberapa aspek kunci, antara lain rasa kebanggaan pada jajanan tradisional, empati pada jajanan tradisional, dan kepedulian sosial pada jajanan tradisional. Temuan ini menggaris bawahi bahwa nilai-nilai kebangaan, empati, serta kepedulian sosial berperan dalam preferensi membeli jajanan tradisional pada konsumen di tengah arus globalisasi dan dominasi tren konsumsi modern. Dalam konteks ini, menjaga dan mempromosikan nilai-nilai budaya lokal mungkin menjadi kunci untuk mempertahankan relevansi jajanan tradisional di era yang terus berubah ini./This research is an in-depth look at changing consumer behavior towards traditional snacks, which involves explaining in more detail the complex dynamics between tradition and modern trends in food preferences. Although the consumption of traditional snacks is still in high demand, it must be able to adapt according to consumer preferences or tastes. The research method used is a descriptive quantitative approach that incorporates various data sources including current scientific journals, reputable industry publications, as well as surveys that summarize the opinions of respondents with different backgrounds and ages. This approach was carefully structured to provide a more holistic and in-depth picture of the factors that influence consumer preferences in buying traditional snackss. Data analysis conducted using the Smart PLS 3 tool highlighted the important role of several key aspects, including a sense of pride in traditional snacks, empathy for traditional snacks, and social concern for traditional snacks. The findings highlight that the values of pride, empathy and social care play a role in consumers' buying preferences for traditional snacks amidst globalization and the dominance of modern consumption trends. In this context, preserving and promoting local cultural values may be the key to maintaining the relevance of traditional snacks in this changing era.

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