THE RELATIONSHIP BETWEEN MILLENNIALS FOOD VALUES AND LIFESTYLE TOWARDS FOOD APPEARANCE, CASE STUDY : THE
GARDEN RESTAURANT, PIK
By
Jennifer Sydnie Rahardjo 11603009
BACHELOR’S DEGREE in
BUSINESS ADMINISTRATION - HOTEL AND TOURISM MANAGEMENT concentration
BUSINESS AND COMMUNICATION
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia
July 2020
Revision After Thesis Defense on 15 July 2020
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Jennifer Sydnie Rahardjo
_____________________________________________
Student Date
Approved by:
Rano Abryanto, S.ST.,M.Par.
_____________________________________________
Thesis Advisor Date
Dr. Nila K. Hidayat,SE., MM.
_____________________________________________
Dean Date
ABSTRACT
THE RELATIONSHIP BETWEEN FOOD VALUES AND LIFESTYLE TOWARDS FOOD APPEARANCE, CASE STUDY : THE GARDEN, PIK
By
Jennifer Sydnie Rahardjo Rano Abryanto, S.ST., M.Par.
SWISS GERMAN UNIVERSITY
Food is the most important aspect of humans life. However, for millennials, food consumption is a part of adventure and experience, with a different lifestyle of the millennials' food appearance shaped the food and beverage business to pleased consumers. This research intends to prove whether the millennials' food values and lifestyle have an impact on food appearance with the case study of The Garden Restaurant, Pantai Indah Kapuk. Which present a quantitative method of 22 questions with 154 qualified millennial participants, as well as a qualitative method by observation on the food menu, reviews on social media (Zomato), as well as the Instagram. The outcomes of the research show that millennial's food values and lifestyles have an impact of 34,3% towards food appearance. Thus also presenting effective information, which of all the indicators has the most effect. Therefore, the result of the research will directly present further information towards The Garden about the lifestyle of the consumers by which relates to the future improvement of food appearances especially on the food at The Garden Restaurant.
Keywords: Food Values and Lifestyle, Food Appearances, Millennials, The Garden, Food and Beverage Industry.
© Copyright 2020 by Jennifer Sydnie Rahardjo
All rights reserved
DEDICATION
I dedicate this research for my family, advisor, and friends who has been nothing but supportive. Moreover, to The Garden restaurant to present supportive information as
well as providing recommendation for future improvement.
ACKNOWLEDGEMENTS
I would like to express my sincere gratitude to my supporters :
1. My God Almighty for His grace and blessing from start until now as I am able to complete my thesis successfully for my bachelor's degree.
2. My family, for all the unconditional love as well as moral, spiritual, and financial support.
3. The best advisor, Rano Abryanto, S.ST., M.Par. Thank you for all the guidance, attention, patience, and encouragement without time limitation through my proses of writing the thesis.
4. All my lecturers at Swiss German University, for all the knowledge for the past 4 years of my bachelor studies.
5. All my friends from Hotel and Tourism Management, for all the encouragement, help, struggles, and fun we have built together for the past 4 years.
6. My respondents for valuable contributions and their time. I would not able to finish my questionnaire data without your participation.
7. Other people that I cannot mention one by one. I am grateful and appreciate
your help.
TABLE OF CONTENTS
ABSTRACT ... 3
DEDICATION ... 5
ACKNOLEDGEMENT ... 6
TABLE OF CONTENTS ... 7
LIST OF FIGURE ... 10
LIST OF TABLES ... 11
CHAPTER 1 - INTRODUCTION ... 12
1.1. BACKGROUND ... 12
1.2. RESEARCH PROBLEM ... 15
1.3. RESEARCH QUESTION ... 16
1.4. RESEARCH OBJECTIVES ... 16
1.5. SCOPES AND LIMITATIONS ... 17
1.6. SIGNIFICANT STUDY ... 17
CHAPTER 2 - LITERATURE REVIEW ... 18
2.1. FOOD APPEARANCE ... 18
2.1.1 Definition ... 18
2.1.2. Relationship between Variables ... 20
2.1.3. Indicator ... 27
2.2. FOOD VALUES AND LIFESTYLE ... 27
2.2.1. Definition ... 27
2.2.2. Relationship between Variables ... 29
2.2.3. Indicator ... 37
2.3. PREVIOUS STUDY TABLE ... 37
2.4. STUDY DIFFERENCES ... 45
2.5. RESEARCH MODEL ... 46
2.6. HYPOTHESIS ... 47
CHAPTER 3 - RESEARCH METHODOLOGY ... 48
3.1. TYPES OF STUDY ... 48
3.2. UNIT ANALYSIS ... 49
3.3. SAMPLING DESIGN ... 49
3.3.1 Population and Sampling Target ... 49
3.3.2. Sampling Method ... 51
3.4. TYPES OF DATA AND COLLECTION METHOD ... 52
3.4.1. Primary Data ... 52
3.4.2. Secondary Data ... 53
3.5. VARIABLE OPERATIONALIZATION ... 53
3.6. DATA PROCESSING PROCEDURE ... 56
3.6.1. Pre-Test ... 56
3.6.2. Post-Test ... 57
3.6.3. Validity Test ... 57
3.6.4. Reliability Test ... 58
3.7. DATA ANALYSIS TECHNIQUE ... 59
3.7.1. Descriptive Analysis ... 59
3.7.2. Classical Assumption Test ... 60
3.7.2.1. Normality Test ... 60
3.7.2.2. Simple Linear Regression ... 62
CHAPTER 4 - RESULTS AND DISCUSSIONS ... 66
4.1. COMPANY PROFILE ... 66
4.2. PRETEST RESULT ... 67
4.2.1. Validity Test ... 67
4.2.2. Reliability Test ... 69
4.3. POST TEST RESULT ... 71
4.3.1. Respondent Profile ... 71
4.3.2. Validity Test ... 75
4.3.3. Reliability Test ... 77
4.3.4. Descriptive Analysis ... 78
4.3.5. Classical Asumption Test ... 82
4.3.6. Simple Linear Regression ... 86
4.3.7. Hypothesis Result and Discussion ... 91
CHAPTER 5 - CONCLUSION AND RECOMMENDATION ... 93
5.1. CONCLUSION... 93
5.2. RECOMMENDATION ... 94
5.2.1. Recommendation for Present Time ... 94
5.2.2. Recommendation for Future ... 95
GLOSSARY ... 97
REFERENCES ... 99
APPENDIX ... 107
Appendix 2, Post Test Result Variable X - Food Values and Lifestyle ... 108
Appendix 3, Post Test Result Variable Y - Food Appearance ... 112
Appendix 4, Thesis Time Frame ... 116
Appendix 5, Food Appearances ... 117
Appendix 6, Reviews ... 119
Appendix 7, Menu ... 121
CURRICULUM VITAE ... 127
LIST OF FIGURES
Figure 1.1. Millennials Food Values and Lifestyles ... 14
Figure 1.2. Time Allocation by Activity ... 15
Figure 2.1. The Product Attribute Circle of Kramen Modified Figure... 19
Figure 2.2. Conceptual Framework of Food Choices Motives ... 22
Figure 2.3. Researh Model ... 46
Figure 3.1. Illustration of Population and Sample Target ... 86
Figure 4.1. The Garden Logo ... 66
Figure 4.2. Gender Result ... 72
Figure 4.3. Age Differenciation ... 73
Figure 4.4. Occupation Segmentation ... 74
Figure 4.5. Frequently Visiting ... 75
Figure 4.6. Histogram ... 86
Figure 4.7. P-Plot Test ... 86
LIST OF TABLES
Table 2.1. Millennials Motivation Choices based on Authors ... 23
Table 2.2. Generations Segmentations ... 36
Table 2.3. Previous Study Table ... 37
Table 2.4. Study Differences ... 45
Table 3.1. Variable Operationalizationalization ... 53
Table 3.2. Likert Interval ... 56
Table 3.3. Likert Interval Scale ... 60
Table 4.1. Pre-Test Result with Invalid Questions ... 68
Table 4.2. Pre-Test Validity Result with 22 Questions ... 68
Table 4.3. Food Values and Lifestyle Reliability Result with 28 Questions ... 70
Table 4.4. Food Appearances Realiability Result with 28 Questions ... 70
Table 4.5. Food Values and Lifestyle Reliability Pre-Test Result ... 70
Table 4.6. Food Appearance Reliability Pre-Test Result... 71
Table 4.7. Post Test Validity Result ... 76
Table 4.8. Food Values and Lifestyle Reliability Post-Test Result ... 77
Table 4.9. Food Appearance Realibility Post-Test Result ... 78
Table 4.10. Descriptive Statistics ... 79
Table 4.11. Kolmogorov-Smirnov Test ... 83
Table 4.12. Model Summary ... 87
Table 4.13. F-Test Anova Table ... 88
Table 4.14. T-Test Coefficients ... 90
