IDEOLOGI LOCAVORISM: PENGARUHNYA TERHADAP PERSEPSI AUTHENTICITY DAN LOYALTY KONSUMEN MILENIAL PADA MAKANAN LOKAL TRADISIONAL
DOI:
https://doi.org/10.31328/ciastech.v5i1.4271Keywords:
Ideologi Locavorism, Authenticity, Loyalty, Makanan Lokal Tradisional, Generasi MilenialAbstract
Penelitian ini bertujuan untuk mengetahui hubungan locavorism sebagai idologi pangan lokal terhadap persepsi authenticity makanan local tradisional (MLT) dan loyalty konsumen generasi milenial pada MLT, sekaligus peran authenticity sebagai variable mediasi. Jenis penelitian eksplanatori (explanatory research) dengan metode analisis data menggunakan Structural Equation Model (SEM). Sample penelitian sebanyak 200 responden dengan menggunakan teknik purposive sampling. Hasil analisis menjelaskan bahwa ideology locavorism generasi milenial di Jawa Timur secara signifikan mampu mempengaruhi persepsi authenticity makanan local serta loyalitas mereka pada MLT di Jawa Timur. Selain itu, authenticity MLT juga secara signifikan mempengaruhi loyalty serta memiliki peran mediasi antara ideology locavorism dengan loyalty.References
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