Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 August 2022, Semarang, Indonesia

Research Article

Millennials Brand Love of Regional Specialties Food: The Role of Brand Authenticity and Brand Trust

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  • @INPROCEEDINGS{10.4108/eai.9-8-2022.2338676,
        author={Yasri  Yasri and Astra Prima Budiarti},
        title={Millennials Brand Love of Regional Specialties Food: The Role of Brand Authenticity and Brand Trust},
        proceedings={Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 August 2022, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICE-BEES},
        year={2023},
        month={11},
        keywords={brand love brand authenticity brand trust},
        doi={10.4108/eai.9-8-2022.2338676}
    }
    
  • Yasri Yasri
    Astra Prima Budiarti
    Year: 2023
    Millennials Brand Love of Regional Specialties Food: The Role of Brand Authenticity and Brand Trust
    ICE-BEES
    EAI
    DOI: 10.4108/eai.9-8-2022.2338676
Yasri Yasri1,*, Astra Prima Budiarti1
  • 1: Universitas Negeri Padang
*Contact email: yasri33@fe.unp.ac.id

Abstract

West Sumatra is a region that produces interesting regional specialties foods. One of the specialties of West Sumatra which is internationally recognized is Rendang. This study measures the level of millennial generation's love for regional specialties food in West Sumatra. In this study, the influence of brand authenticity on brand love was measured, either directly or indirectly. Brand trust mediates the indirect effect between variables. Research data was collected by distributing questionnaires to 730 Millennial generations in West Sumatra. The sampling technique was carried out by proportional sampling. The results of the study were analyzed using the Structural Equation Model (SEM). In this research conducted that, (1) Brand Authenticity significantly affects Brand Love directly, (2) Brand Authenticity significantly affects brand love after being mediated by Brand Trust. Based on research conducted, the Millennial generation love the West Sumatra regional specialties foods products because they believe in the uniqueness of the product which is very distinctive.