PENGARUH BRAND FAMILIARITY DAN PERCEIVED NOSTALGIA TERHADAP POST-PURCHASE INTENTION JAJAN TRADISIONAL SRABI NOTOSUMAN PADA GENERASI MILLENNIAL DAN GEN Z
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https://doi.org/10.9744/pemasaran.18.1.58-68
Keywords:
brand familiarity, perceived nostalgia, post-purchase intention, , jajan tradisional, Millennial, gen ZAbstract
Studi terdahulu menunjukkan bahwa brand familiarity dan perceived nostalgia berpengaruh positif terhadap post-purchase intention. Akan tetapi, tidak banyak studi yang membahas pengaruh tersebut untuk kategori jajan tradisional, khususnya di Indonesia yang mempunyai beragam jenis jajan tradisional. Untuk menelaah celah penelitian tersebut, penelitian ini mengangkat salah satu jajan tradisional Indonesia, yaitu Srabi Notosuman. Data penelitian berasal dari 186 konsumen Srabi Notosuman di Kota Solo dan dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukan brand familiarity dan perceived nostalgia berpengaruh positif terhadap post-purchase intention. Tidak ditemukan efek moderasi lintas generasi pada pengaruh tersebut, sehingga dapat disimpulkan pengaruh brand familiarity dan perceived nostalgia terhadap post-purchase intention berlaku secara universal untuk Millennial dan Gen Z, setidaknya dalam kasus Serabi Notosuman.
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