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

Ajat Sudrajat (), Ratih Hurriyati and Heny Hendrayati
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Ajat Sudrajat: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 418-425 from Springer

Abstract: 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.

Keywords: Consumer; Experience; Food; Repurchase; Traditional (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_51

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DOI: 10.2991/978-94-6463-817-2_51

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