PREFERENSI KONSUMEN GENERASI Z TERHADAP KUE NAGASARI OLEH-OLEH KHAS KABUPATEN BIREUEN

Abstract

Traditional snacks have become an inseparable part of Indonesian culture. The main criteria for snacks are that they are comfortable to consume and can satisfy hunger in a short time. One type of snack that is still widely consumed today is nagasari. Nagasari is classified as a traditional wet cake from Bireuen Regency that is relatively affordable and has a distinctive taste. The high consumption of Nagasari in Bireuen Regency has established this cake as a signature souvenir from the region. This research aims to determine Generation Z consumer preferences towards Nagasari as a traditional food souvenir from Bireuen Regency. The study was conducted from April to May 2024 in Bireuen Regency, an area known for producing Nagasari as a regional specialy souvenir. The object of this research is Nagasari cake that produced in Bireuen Regency and the subjects are Bireuen residents who have tried and purchased Nagasari cake in the region. The study involved a total of 100 respondents. The research findings indicate that the majority respondents were aged 24-27 years old (30%), and 62% of the respondents were at diploma/bachelor degree education level. The taste preference aspect influences all consumer characteristics. Meanwhile, other aspects only affect several categories of Nagasari cake consumers.