Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)

Strengthen the Millennial Generation’s Brand Love on Traditional Food from West Sumatra

Authors
Yasri1, *, Vidyarini Dwita2, Astra Prima Budiarti3
1,2,3Universitas Negeri Padang, Padang, Indonesia
*Corresponding Author. Email: yasri33@fe.unp.ac.id
Corresponding Author
Yasri
Available Online 21 July 2022.
DOI
10.2991/aebmr.k.220702.029How to use a DOI?
Keywords
Brand Love; Brand Authenticity; Brand Trust; Traditional Food
Abstract

West Sumatra has a diverse range of traditional cuisine products. In West Sumatra, each region has its own own food products. However, sometimes the region’s native products can’t compete with those from elsewhere in West Sumatra. The purpose of this study is to look into the elements that influence the brand loyalty of traditional West Sumatra culinary products. The millennial generation in West Sumatra is the subject of this study. According to this study, the millennial generation’s affinity for West Sumatran culinary products is influenced by variables such as brand authenticity and brand trust. There is either a direct or indirect impact.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
21 July 2022
ISBN
978-94-6239-594-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.220702.029How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Yasri
AU  - Vidyarini Dwita
AU  - Astra Prima Budiarti
PY  - 2022
DA  - 2022/07/21
TI  - Strengthen the Millennial Generation’s Brand Love on Traditional Food from West Sumatra
BT  - Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)
PB  - Atlantis Press
SP  - 194
EP  - 198
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220702.029
DO  - 10.2991/aebmr.k.220702.029
ID  - 2022
ER  -