Marketing to “Z Generations”: An Analysis of West Sumatera’s Youth Decision Factors When Buying Modern Snacks &Minangkabau Traditional Snacks

DOI

10.2991/piceeba-18.2018.42How to use a DOI?

Keywords

z generations, youth buying decision, Minangkabau traditional foods

Abstract

This study aims to rank factors that influence the decision of the Z Generations in buying snacks. The population of this study is all teenagers in West Sumatra. The sample size was set by 450 respondents by using R.L Gay term, but after research instruments verification, eventually the number of samples that can be collected was only 417 respondents. The hypothesis was tested using factor analysis by finding the loading factor. Based on the results of data processing, it was found that the most important factor for the Z Generations in determining the increment of snack foods is the Attractive Packaging with loading factor of 0.81. Therefore, it is advisable to the producers of traditional snacks of West Sumatra to create packaging that can attract the interest of the Z Generations.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Susi Evanita
AU  - Okki Trinanda
PY  - 2018/07
DA  - 2018/07
TI  - Marketing to “Z Generations”: An Analysis of West Sumatera’s Youth Decision Factors When Buying Modern Snacks &Minangkabau Traditional Snacks
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 312
EP  - 318
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.42
DO  - 10.2991/piceeba-18.2018.42
ID  - Evanita2018/07
ER  -