Millennials Generation Consumers’ Preference on Modern Bakpia during the Covid-19 Pandemic

¹ Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, 55183 Jalan Brawijaya, Kasihan, Bantul, Yogyakarta, Indonesia
² Universiti Teknikal Malaysia Melaka, Jalan Hang Tuah Jaya 76100 Durian Tunggal, Melaka, Malaysia
³ Universitas Sebelas Maret, Jl. Ir. Sutami No.36, Kota Surakarta, Central Java, Indonesia
⁴ Akademi Pertanian Yogyakarta, Jalan Palagan Tentara Pelajar Km. 7, Sleman, Yogyakarta 55581, Indonesia

^* Corresponding author: zaki@umy.ac.id

Abstract

Unlike the earlier generation, millennials are known to have different tastes and preferences due to their exposure to the digital world around them and consumer behaviorism. This study aims to investigate the preferences of millennials as consumers for the modern Bakpia products with focus on their consumer preferences and tendencies. This study was carried out using online questionnaire, descriptive methods and Conjoin analysis involving 96 millennials. Descriptive analysis and conjoint analysis were used to analyse data. The results show that the profile of millennials as consumers in this study consist of female participants aged 21-25 years who are students and has an income of less than IDR 1,000,000. The study also found that the millennials preference towards modern Bakpia products include factors such as taste, price and packaging attributes. Additionally, the most preferred Bakpia flavour is Chocolate and the preferred packaging is rectangle of 10 pcs. The study ends with suggestions for producers of Bakpia towards capturing the millennial consumers because they do have high demand on bakpia with creative promotion and quality.