Respon Generasi Z terhadap Restoran Jepang (Studi Kasus Restoran Sushi Tei)

Abstract

This thesis discusses how the embodiment of food in the daily life of urban communities, on the selection of food influenced by global culture where food consumption behavior is not only for biological needs, but for the fulfillment of social needs. This study explains how consumers' views on Sushi Tei restaurants, especially among young people who have eaten at the restaurant, are considered as the lifestyle of urban people. The purpose of the study was to describe how the response and behavior of Generation Z consumers to Japanese restaurants Sushi Tei. The response in question is in the form of thoughts, attitudes, and actions. Understanding Generation Z's view of Japanese restaurants is by explaining how cultural products influence the way they respond. Provides an overview of the factors of choosing Japanese restaurants for Generation Z. This study used a descriptive approach method. This approach is in the form of words, pictures not numbers. The data obtained includes, in-depth interviews, observations, focus group discussions (FGDs), and personal documents. Primary data were obtained from in-depth interviews as well as non-participatory observations. Secondary data obtained from book sources, journal references and the internet. This type of research is used considering the data obtained in the form of sentences from the results of observations made by researchers during the implementation of the study. Where the results of this study describe how Generation Z consumer behavior towards Japanese restaurants Sushi Tei. The results showed that the informant's response from the mind to Sushi Tei was from elite restaurants, trends, and Japanese culture, and from a positive attitude towards the taste of food. The informant's response from the action was to have a high interest in Japanese culture and food. Sushi Tei's strategy in increasing consumers is that they focus on their food products and services that are equivalent to five-star hotels. Visitors from this restaurant come from the upper middle class. There are 5 factors formed that influence the response of Generation Z in choosing a Japanese restaurant, namely menu, food taste, service, facilities, and price. The conclusion of this study is that the response influences consumer behavior called Generation Z towards Sushi Tei restaurants, where this behavior creates a lifestyle especially in urban communities, and creates a culture of consumerism whose function is to show their social identity