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Modeling Repurchase Interest in Traditional Food from The Perspective of Generation Z Women

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Ajat Sudrajat

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

Generation Z is more exposed to Western cultural patterns, including when choosing food. This causes interest in repurchasing traditional food among Generation Z to be very low. This study explored how consumer experience influences the interest in purchasing traditional food among Generation Z. This research employed a quantitative approach, gathering data through questionnaires distributed to 100 participants using a purposive accidental sampling method. This study focuses on women from Generation Z who enjoy purchasing food, drawn from a total population of 490,005 individuals. The analysis of the data was conducted using the SEM-PLS technique. Findings revealed that the likelihood of repurchasing traditional food is significantly affected by various aspects of consumer experience. Factors such as pride in consuming traditional food, rich in nutrition, affordable prices, satisfying service, and online service satisfaction are reflections of consumer experience variables that contribute to repurchase interest in traditional food among Generation Z women, and the research model shows the level of fit at the NFI value.

Suggested Citation

  • Ajat Sudrajat & Ratih Hurriyati & Heny Hendrayati, 2025. "Modeling Repurchase Interest in Traditional Food from The Perspective of Generation Z Women," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 418-425, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_51
    DOI: 10.2991/978-94-6463-817-2_51
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