MEMASARKAN WARISAN KULINER LOKAL: EKSPLORASI KUALITATIF FAKTOR PENDORONG NIAT MEMBELI TEMPE BENGUK

Yanti Susanti, Ela Nurlaela, Fajar Cahyo Utomo, Ikhsan Kamil, Ellena Nurfazria Handayani, Doni Sugianto Sihotang

Abstract


Pangan lokal tidak hanya memiliki nilai fungsional, tetapi juga merepresentasikan identitas budaya, tradisi, komunitas, dan karakter suatu tempat. Dalam konteks persaingan pasar pangan yang semakin dinamis, warisan kuliner lokal seperti Tempe Benguk menghadapi tantangan untuk mempertahankan keberadaannya sekaligus memperoleh perhatian konsumen kontemporer. Penelitian ini bertujuan mengeksplorasi secara kualitatif faktor-faktor yang mendorong niat membeli Tempe Benguk sebagai produk pangan sekaligus warisan kuliner lokal Indonesia. Penelitian menggunakan pendekatan kualitatif eksploratif dengan melibatkan 913 partisipan masyarakat Indonesia. Data dikumpulkan melalui survei daring yang terdiri atas lima pertanyaan terbuka dan dianalisis menggunakan analisis tematik untuk mengidentifikasi pola makna yang paling dominan dalam respons partisipan. Hasil penelitian mengidentifikasi enam tema utama yang paling sering muncul, yaitu cultural authenticity and local identity, perceived product value, community and ethical value, local product preference, place attachment, serta digital promotion and social media exposure. Temuan menunjukkan bahwa niat membeli Tempe Benguk tidak semata-mata didasarkan pada evaluasi kualitas, rasa, atau atribut fisik, tetapi terbentuk melalui kombinasi nilai fungsional, budaya, sosial, emosional, geografis, dan komunikasi digital. Kebaruan penelitian terletak pada pengembangan pemahaman mengenai niat membeli pangan warisan lokal sebagai culturally embedded purchase intention, yaitu niat membeli yang tertanam dalam hubungan konsumen dengan identitas budaya, tempat, komunitas, dan makna produk. Penelitian ini memberikan kontribusi bagi literatur pemasaran pangan lokal sekaligus menawarkan dasar praktis untuk mengembangkan strategi pemasaran Tempe Benguk berbasis heritage, place, community, dan digital storytelling.

Keywords


Tempe Benguk; Pangan Lokal; Warisan Kuliner; Niat Membeli; Pemasaran Budaya.

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DOI: https://doi.org/10.37479/jimb.v9i2.41397

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