The Influence of lifestyle, Class of Social, Income and Costumer Personality Character Subjective on Decision to Purchase Traditional Food from UMKM in Millenial Generation : Pengaruh Gaya Hidup, Kelas Sosial, Pendapatan dan Karakter Kepribadian Konsumen Terhadap Keputusan Pembelian Produk Makanan Tradisional UMKM pada Generasi Millenial
- Social Class,
- Consumer Personality Character,
- and Millennial’s Generation
Copyright (c) 2022 Safira, Heru Irianto, Sugiharti Mulya Handayani
This work is licensed under a Creative Commons Attribution 4.0 International License.
The globalization crisis experienced by society today due to the corona virus pandemic has an impact on the industrial and business sectors. This is influenced by people who are more introspective of their daily needs expenditures because they are worried about economic issues related to the recession. As a result, people's buying interest has become sluggish which has resulted in many industries, especially UMKM, which are one of the sources of Indonesia's GDP. This study focuses on knowing the purchasing decisions of traditional food products from UMKM. The method used in this research is descriptive by using survey techniques in taking the sample. The research location is in Surakarta City by determining the sample criteria purposively. The method of determining the sample using 150 samples. The sample criteria using the millennial generation are residents of the city of Surakarta aged 21-41 years. Meanwhile, the data collection method used an online questionnaire distributed through social media. The data analysis method uses SEM which is analyzed with AMOS 22 software. The results of the SEM analysis show that the goodness of fit is relatively good and can be considered to meet the model fit, namely with CMIN/Df = 1.301; TLI= 0.981; CFI= 0.989; NFI= 0.935; IFI= 0.989; RFI= 0.923 and RMSEA= 0.045; GFI = 0.938 while for AGFI it has not fulfilled. The estimation results of the model show that purchasing decisions are not influenced by lifestyle (β = 0.063; cr = 2.556), purchasing decisions are influenced by social class (β = 0.265; cr = 6.03) and consumer personality characteristics (β = 0.316; cr = 6.72) and income also affect purchasing decisions (β= 0.33; cr= 7.043). The relationship between the variables of the structural equation model of this study generally supports the results of previous studies, except for the relationship between purchasing decisions and lifestyle.
 Gunawan. Pengaruh Presepsi Konsumen Atas Product Atribut dan Store Atmospher terhadap brand preference. Jurnal Managemen dan Kewirausahaan. 2018; 4(12) : pp. 2-7.
 Tjiptono, F. (2014). Pemasaran Jasa, Prinsip, Penerapan dan Penelitian. Yogyakarta: Penerbit. ANDI.
 Supriyanti. Bauran Pemasaran (Marketing Mix) Pengaruhnya Terhadap Loyalitas Konsumen Pada Freshmart Bahu Manado. Jurnal EMBA. 2012; 7 (3): pp.71-80.
 Sugiyono. Metode Penelitian Kuantitatif, Kualitatif, Kombinasi (Mixed Methods). Bandung: Alfabeta; 2016.
 Singarimbun, M dan Soffian E.. Metode Penelitian Survey. Jakarta : LP3ES; 2008.
 Ghozali I., dan Fuad. Structural equation modeling, teori, konsep dan aplikasi dengan program LISREL 8,8. Jurnal Manajemen. 2014; 1 (3) : pp. 23-28.
 Wijaya, T. Determinan Gaya Hidup Sehat Konsumen Organik. Jurnal Manajemen Bisnis Indonesia. 2013; 8 (2) : pp. 147-164.
 Gintoro dan Santoso, Slamet. Statistika Ekonomi Plus Aplikasi SPSS. Ponorogo : Umpo Press: 2014.
 Machmud, S., dan Sidharta, I. Model Kajian Pendekatan Manajemen Strategik. Dalam Peningkatan Sektor UMKM Di Kota Bandung. Jurnal Computech &. Bisnis. 2013; 7(1): pp. 169.
 Brian dan Dundes, R.B. Fast food perceptions: A pilot study of college students in Spain and the United States. Apetitte Journal. 2008; 51(8): p. 327.