Product Attribute Innovation of Capcin Creamy and Spicy Basreng in Generation Z Market Segmentation

Akbar Maulana — 2025-12-24

ABSTRACT. The goal of this research is to determine how product attribute improvements in Basreng Pedas and Capcin Creamy affect Generation Z's purchase interest, the main consumer market being targeted. The study used a descriptive qualitative method, using field observations of offline sales during the Car Free Day (CFD) event in Taman Bungkul and online sales from WhatsApp, Instagram, and TikTok. The information was gathered through sales data, field notes, and visual documentation. According to the findings, the main variables influencing Generation Z's tastes and purchasing decisions are flavor innovation, aesthetics, and package design. Due to its spicy flavor and crunchy texture, which are consistent with the tastes of young people, Basreng Pedas had the highest purchase frequency, according to offline observations. On the other hand, internet sales data indicate that Capcin Creamy was ordered more often due to its appealing look and ability to be shared on social media. Additionally, price bundling tactics were shown to increase buying interest by providing increased perceived value. These results demonstrate that small firms in the contemporary culinary market can greatly improve their product attractiveness by using a combination of sensory innovation, visual presentation, and pricing strategies.

ABSTRAK. Penelitian ini dilakukan untuk memahami bagaimana inovasi dalam atribut produk Capcin Creamy dan Basreng Pedas mempengaruhi keputusan beli generasi Z, yang merupakan kelompok konsumen utama. Metode yang diterapkan adalah deskriptif kualitatif dengan observasi lapangan, mencakup penjualan secara offline di Car Free Day (CFD) Taman Bungkul dan penjualan online dari WhatsApp, Instagram, serta TikTok. Data dikumpulkan dengan cara dokumentasi visual, catatan lapangan, dan ringkasan penjualan. Hasil studi menunjukkan bahwa inovasi rasa, desain tampilan, dan kemasan adalah elemen kunci yang memengaruhi preferensi dan minat beli gen z. Hasil dari observasi offline mengungkapkan bahwa Basreng Pedas menjadi produk dengan angka pembelian tertinggi, berkat sensasi pedas dan kerenyahan yang disukai oleh anak muda. Di sisi lain, penjualan online menunjukkan bahwa Capcin Creamy lebih diminati karena penampilannya yang estetis dan menarik di platform media sosial. Selain itu, strategi bundling harga terbukti efektif dalam meningkatkan minat beli dengan memberikan persepsi nilai yang lebih baik. Temuan ini menunjukkan bahwa perpaduan inovasi dalam aspek sensorik, visual, dan harga memiliki makna penting bagi UMKM dalam menarik perhatian konsumen di pasar kuliner modern.

The Influence Of Brand Awareness And Perceived Quality On Repurchase Intention In Culinary MSMEs

Ilal Hamdi Muharram — 2025-12-25

Abstract. This study aims to examine the determinants of Repurchase Intention in the culinary MSME sector, specifically focusing on Brand Awareness and Perceived Quality at Sepagi Bakery, Bandung. In a highly saturated and competitive market, maintaining business stability relies heavily on customer loyalty. Using a quantitative approach with a causal associative design, this research involved 100 respondents selected through incidental sampling techniques. The primary data collected via questionnaires were analyzed using Multiple Linear Regression. The empirical findings reveal that Repurchase Intention is significantly driven by both Brand Awareness and Perceived Quality, whether tested partially or simultaneously. Notably, the combination of these two variables accounts for 50.9% of the variance in consumer repurchase decisions. Consequently, it is recommended that MSME owners prioritize digital branding integration and ensure rigorous product quality consistency to foster sustainable business growth.

Abstrak. Studi ini bertujuan untuk menelaah determinan Repurchase Intention pada sektor UMKM kuliner, dengan fokus spesifik pada variabel Brand Awareness dan Persepsi Kualitas di Sepagi Bakery, Bandung. Di tengah kondisi pasar yang sangat jenuh dan kompetitif, stabilitas bisnis sangat bergantung pada loyalitas konsumen. Menggunakan pendekatan kuantitatif dengan desain asosiatif kausal, penelitian ini melibatkan 100 responden yang dipilih melalui teknik incidental sampling. Data primer yang dihimpun melalui kuesioner dianalisis menggunakan Regresi Linear Berganda. Temuan empiris menyingkap bahwa Repurchase Intention didorong secara signifikan oleh Brand Awareness dan Persepsi Kualitas, baik saat diuji secara parsial maupun simultan. Secara khusus, kombinasi kedua variabel ini mampu menjelaskan 50,9% varians dalam keputusan pembelian ulang konsumen. Konsekuensinya, disarankan agar pelaku UMKM memprioritaskan integrasi branding digital serta menjamin konsistensi mutu produk yang ketat demi memupuk pertumbuhan bisnis yang berkelanjutan.

Ekonomipedia: Jurnal Ekonomi Manajemen dan Bisnis

Product Attribute Innovation of Capcin Creamy and Spicy Basreng in Generation Z Market Segmentation

The Influence Of Brand Awareness And Perceived Quality On Repurchase Intention In Culinary MSMEs