PREFERENSI GENERASI Z DALAM MENGONSUMSI PRODUK MI INSTAN DI KOTA MALANG (STUDI KASUS DI MI GACOAN TLOGOMAS KOTA MALANG)

Aura Ainun Intany, M. Noerhadi Sudjoni, Lia Rohmatul Maula

Abstract


Preferences can be interpreted as the ability of consumers to choose or determine by ranking the high and low of a utility in consuming a group of different goods. Generation Z is a generation that is in a technologically literate zone (tech savvy), because it is a generation that grew up in an era of rapidly developing technology, this generation is quick to respond to technology. This study aims to analyze the preferences of generation Z in consumption decisions on Mi Gacoan. This research only focuses on "Noodle" products which are in one of the Mi Gacoan branches located on Jl. Raya Tlogomas No. 115, Tlogomas Kec. Lowokwaru, Malang City, East Java. Based on the results of the conjoint analysis, it was concluded that generation Z prefers to re-consume Mi Gacoan products by 53% on the grounds that the taste of Mi Gacoan products suits the tastes of the respondents. Generation Z's preference in consuming Mi Gacoan products is to prefer Mi Gacoan products because of the quality of the products that look attractive, have flavors with various levels of spiciness, are priced according to portions, and have a spiciness level of 2-4.

Keywords: Preference, Consumption Decision

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References


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