Pengaruh Daya Tarik Lokasi, Harga, Cita Rasa Dan Green Product Terhadap Minat Beli Gen Z Pada Makanan Tradisional (Studi Kasus Pindang Tetel Om Teguh Watusalam Pekalongan)

Cindiana, Windi (2025) Pengaruh Daya Tarik Lokasi, Harga, Cita Rasa Dan Green Product Terhadap Minat Beli Gen Z Pada Makanan Tradisional (Studi Kasus Pindang Tetel Om Teguh Watusalam Pekalongan). Undergraduate Thesis thesis, UIN. K. H. Abdurrahman Wahid Pekalongan.

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Abstract

WINDI CINDIANA. The Influence of Location Attractiveness, Price, Taste, and Green Product on Gen Z's Purchase Intention for Traditional Food (A Case Study of Pindang Tetel Om Teguh Watusalam, Pekalongan). The rapid development of the culinary and food industry in Indonesia has encouraged the entry of various modern foods from around the world. However, this development has not only brought positive impacts but also created new problems, such as the erosion of Indonesian interest in regional specialties due to modern food. Therefore, this study aims to analyze the influence of location attractiveness, price, taste, and green product on Generation Z's purchase intention for the traditional food, Pindang Tetel Om Teguh Watusalam, Pekalongan. This study used field research with a quantitative approach. The population in this study was Gen Z, with a sample of 96 respondents selected using a non-probability sampling technique. Data were collected through questionnaires distributed online and offline and then analyzed using multiple linear regression analysis with the help of SPSS version 27 software. The results showed that partially, the variables of price, taste, and green product had a significant influence, while location attractiveness had no effect on Gen Z's purchasing interest. However, simultaneously, all four variables influenced Gen Z's purchasing interest in traditional foods..

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