ROLE OF TEENAGERS ATTITUDE AND INTENTION IN BUYING TRADITIONAL BALINESE FOOD INNOVATION WITH CUSTOMER ORIENTATION

ABSTRACT This research was conducted considering the rise of the culinary industry, especially those serving fast food, almost all regions of Indonesia, especially in Bali. Fast food has been very popular among the people, especially for the younger generation. This study aims to explain the attitudes, subjective norms and their influence on adolescent buying intentions of traditional Balinese foods that have innovated with customer orientation. To achieve this goal 200 respondents in the areas of Denpasar, Badung, Gianyar and Tabanan are used by purposive sampling with questionnaires as a method of collecting data. Data were analyzed using Reasoned Action models and regression analysis. The variables measured from the sample members consisted of evaluations of beliefs, subjective norms and their influence on adolescent buying intentions of traditional Balinese food with customer-oriented innovation. The results of the analysis show that in general the attitude of adolescents was confident and even strongly convinced of the existence of traditional Balinese foods as measured by evaluating the beliefs of traditional Balinese food attributes. From the regression analysis it is also known that subjective attitudes and norms significantly influence adolescent buying intentions of traditional Balinese food with customer-oriented innovation. The strategic implication of this research is that traditional Balinese food businesses should pay more intensive attention to the reference group because it can influence adolescent buying intentions of traditional Balinese food. Thus traditional Balinese food can still survive with its uniqueness in the midst of globalization. KEY WORDS Evaluation of beliefs, purchase intentions, subjective norms.