EXPERIENTIAL VALUE TOWARD BEHAVIORAL INTENTION OF LOCAL FOOD THROUGH CONSUMER ATTITUDE: INSIGHT FROM GEN Z'S IN JAKARTA
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Recently, there has been an increase in public excitement for cuÂliÂnaÂry experiences, including local cuisine exploration. The wide range of IndoneÂsian cultures significantly impacts the variety of local food variations, which must be maintained. However, Indonesian Gen Z (27.94% of the overall poÂpuÂlation) prefers food from other cultures to their own. So, this study examines the role of experiential value as an antecedent of Generation Z's attitude to loÂcal food and its influence on behavioral intentions. This research will exaÂmiÂne the role of consumer attitude as a mediator in the relationship between vaÂlues on the behavioral intentions of Gen Z in Jakarta towards local food. The reÂsearch was conducted using convenience sampling through a questionnaire by a cross-sectional survey. The data were obtained from 130 respondents and proÂcessed further with SmartPLS. The test results show that the experience vaÂlue of Gen Z has a positive and significant effect on consumers' behavior and behavioral intentions toward local food. Thus, Gen Z's behavior has a poÂsiÂtive and significant impact on the behavioral intention of Gen Z toward local foÂod. Experiential value has a positive effect on the behavioral intention of Gen Z towards local food, mediated by consumer attitudes. This research proÂviÂdes input for local food entrepreneurs about the importance of experiential vaÂlue through the dimensions of customers' return on investment, aesthetics, and cheerfulness. The experiential value positively influences Gen Z's attitude and behavioral intentions toward local food. For academics, this research can exÂpand and enrich research in the food industry, especially local food.
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