Research Article
Indonesian Traditional Food Consumption Mapping: The Link Between the Sense of Community, Consumption Value, and Behavioral Intention
@INPROCEEDINGS{10.4108/eai.5-11-2022.2326527, author={Gundur Leo and Ni Nyoman Triyuni and Dwi Suhartanto}, title={Indonesian Traditional Food Consumption Mapping: The Link Between the Sense of Community, Consumption Value, and Behavioral Intention}, proceedings={Proceedings of the 3rd International Conference on Social Science, Humanity and Public Health, ICoSHIP 2022, 05-06 November 2022, Banyuwangi, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICOSHIP}, year={2023}, month={1}, keywords={sense of community consumption value traditional food}, doi={10.4108/eai.5-11-2022.2326527} }
- Gundur Leo
Ni Nyoman Triyuni
Dwi Suhartanto
Year: 2023
Indonesian Traditional Food Consumption Mapping: The Link Between the Sense of Community, Consumption Value, and Behavioral Intention
ICOSHIP
EAI
DOI: 10.4108/eai.5-11-2022.2326527
Abstract
Food industry in Indonesia is growing rapidly and has enormous potential. The intense competition in this field requires business actors to understand consumer attitudes and behaviors so they can provide what their consumers need and expect. Unfortunately, research that explores community impact on consumer behavior in the traditional food industry is limited. Thus, this study attempts to examine the formation of attitudes and behavioral intentions by integrating consumption value and the sense of community in the context of the traditional food industry. A sample of 506 data was gathered through offline questionnaires from traditional food customers in Bandung and Denpasar, Indonesia. Partial least squares and the structural equation model were used to test the data. This study reveals that consumption value and the sense of community influence customer behavioral intention through attitude. This result, therefore, extends the existing methodological and managerial practices in order to develop competitive strategies in the food industry.