Pengaruh Gaya Hidup Sehat dan Tren Local Pride terhadap Minat Beli Minuman Rempah Kaibon : Studi pada Generasi Z di Kota Serang

Abstract

Traditionally-based spice drinks featuring modern packaging have seen a surge in popularity among young people. This study aims to explore in depth how healthy lifestyles and "local pride" trends influence and shape the purchase intention for Kaibon spice drinks among Generation Z in Serang City. A qualitative approach utilizing a phenomenological study design was employed, incorporating perspectives from marketing management and the viewpoints of Gen Z consumers (aged 18–27) who actively consume Kaibon spice drinks in Serang City. Data analysis was conducted using the thematic method. The findings reveal three key insights: (1) Healthy lifestyles have shifted from being a medical necessity to serving as social capital and a prestigious form of preventive living; (2) "Local pride" transcends mere nationalism, representing a form of identity validation through support for the aesthetics and quality of local brands capable of competing with global brands; and (3) Purchase intention is formed through a synthesis of cognitive and emotional factors, wherein consumers feel a sense of guilt if they fail to support local products that are simultaneously beneficial to their health. Managerial implications highlight the importance of branding strategies that integrate health narratives, visual aesthetics, and the origin stories of local ingredients.