FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN KONSUMSI GENERASI Z TERHADAP PRODUK MI INSTAN (STUDI KASUS DI MI GACOAN TLOGOMAS KOTA MALANG)

Aura Ainun Intany, M Noerhadi Sudjoni, Lia Rohmatul Maula

Abstract


The development of the F&B sector has attracted a lot of interest from the Indonesian people, especially the Z generation, for culinary hype which is currently being discussed, especially in Malang City, namely "Mi Gacoan". This research only focuses on "Noodles" products with the aim of analyzing what factors influence consumption decisions on Mi Gacoan. The research was conducted at one of the Mi Gacoan branches in Malang City by taking samples from consumers. The research was conducted at the Mi Gacoan branch located on Jl. Raya Tlogomas No. 115, Tlogomas Kec. Lowokwaru, Malang City, East Java. Data collection was carried out by purposive sampling (intentionally), namely determining the sample through certain considerations by the researcher. Based on the results of the Minitab version 16 analysis, it shows a G value of 58.518 with a p-value of 0.000 (indicating a test number below 0.05), this means that the overall logistics model can predict consumer responses regarding consumption decisions towards Mi Gacoan. The test results are confirmed by a G value which is greater than the Chi-Square value of 13.051 (Hosmer Lemeshow method). Based on the results of the Wald test, it is indicated that partially the factors that are likely to influence (p-value below 0.1) the consumption decision on Gacoan noodles are lifestyle variables (Xâ‚…), tastes (X₆), product quality (X₇), price ( X₈), service quality (Xâ‚â‚), and taste (Xâ‚₃). While those that are not likely to be significant are the variables age (Xâ‚), education (Xâ‚‚), income (X₃), occupation (Xâ‚„), location (X₉), promotion (Xâ‚â‚€), and physical appearance (Xâ‚â‚‚).


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