Analysis of The Influence of Z Generation's Perception on Their Interest to Buy Korean Food (Case Study; Korean Food Tteokbokki at Dookki Central Park)

Abstract

Purpose: This research aims to determine whether the perceptions of the Z generation influence the intention to buy Korean food, especially Korean food tteokbokki, at Dookki Central Park restaurant and to find out how big the influence is.

Research methods: This research used a descriptive quantitative approach, and the data were obtained by distributing questionnaires and conducting observations.

Result and discussion: The Z generation’s perception greatly influences their intention to buy Korean Food, especially tteokbokki, at Dookki Central Park restaurant.

Implication: This research proved that the Z generation’s perception influences the intention to buy Korean Food, especially tteokbokki at Dookki Central Park restaurant, based on the result of the Regression Coefficient of the X and Y variable test. The Z generation’s perception has an influence of 64.9% on intention to buy Korean Food, especially tteokbokki at Dookki Central Park restaurant; this can be said based on the result of the research method using the R square test.