LOYALITAS GEN MILLENIAL PADA MAKANAN LOKAL TRADISIONAL DENGAN AUTENTISTAS MAKANAN SEBAGAI PENENTU KEPUASAN KONSUMEN
DOI:
https://doi.org/10.38156/gesi.v10i1.318Abstrak
Munculnya restoran maupun street food yang mengadopsi makanan luar negeri yang mulai digemari oleh generasi millennial. Fenomena ini smenjadi pekerjaan rumah baik bagi pelaku bisnis juga pemerintah dalam mempertahankan kelestarian makanan local tradisional (MLT) agar tetap eksis dan disukai oleh konsumen khususnya masyarakat local sebagai “pemilik” budaya dan tradisi setempat. Authenticity merupakan satu kekuatan yang dimiliki MLT yang sulit untuk diimplementasikan secara maksimal oleh brand makanan global. Penelitian ini berfokus untuk menyelidiki pengaruh authenticity yang mengarah pada perasaan emosional generasi millenial berupa kepuasan dan loyalitasnya terhadap MLT dibandingkan dengan makanan-makanan kekinian. Jenis penelitian ini adalah eksplanatori yang bertujuan untuk menganalisis hubungan antara authenticity MLT, satisfaction, serta loyalty. Objek penelitian ini memfokuskan pada makanan tradisional rawon khas Pasuruan. Sampel pada penelitian ini sebanyak 90 responden milenial kelahiran tahun 1980-2000 yang berdomisi di Pasuruan. Pendekatan Variance Based SEM dengan alat analisis smartPLS 3.0 digunakan dalam penelitian. Hasil analisis menunjukkan bahwa authenticity secara langsung berpengaruh signifikan pada loyalty dan satisfaction. Selanjutnya, variable satisfaction juga secara signifikan mempengaruhi loyalty kuliner local tradisional pada konsumen milenial di Jawa Timur. Selain itu, satisfaction sebagai reaksi emosional yang dirasakan konsumen mampu memediasi secara partial hubungan antara authenticity dan loyalty
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