Exploring youngest consumers perceptions of traditional foods and fast foods product in Java Island

The lifestyle of society especially adolescents in food consumption has shifted towards foreign lifestyle. Consumption of traditional food is no longer preferred, teenagers prefer franchised fast food as it is considered more prestigious, but this will shift the cultural value of traditional food. This study aims to analyze the factors that influence teen consumer behavior in buying/consuming fast food and traditional food. The research sites are located in big cities on Java with sizeable teenage population: Surabaya, Yogyakarta, and Bandung. The method employed was the Structural Equation Model (SEM) analysis using AMOS software. The results showed that the factors that influence adolescent consumers in buying fast food are a social environment, individual factors, and marketing strategy, while cultural factor and consumer psychology have no significant effect. To be able to support the competitiveness of traditional food towards fast food, an approach to cultural factor and consumer psychology can be applied.The lifestyle of society especially adolescents in food consumption has shifted towards foreign lifestyle. Consumption of traditional food is no longer preferred, teenagers prefer franchised fast food as it is considered more prestigious, but this will shift the cultural value of traditional food. This study aims to analyze the factors that influence teen consumer behavior in buying/consuming fast food and traditional food. The research sites are located in big cities on Java with sizeable teenage population: Surabaya, Yogyakarta, and Bandung. The method employed was the Structural Equation Model (SEM) analysis using AMOS software. The results showed that the factors that influence adolescent consumers in buying fast food are a social environment, individual factors, and marketing strategy, while cultural factor and consumer psychology have no significant effect. To be able to support the competitiveness of traditional food towards fast food, an approach to cultural factor and consumer psychology can be a...