EKSPLORASI FAKTOR-FAKTOR PEMBENTUK MINAT KONSUMEN PADA KUE PANCONG LUMER SEBAGAI INOVASI KULINER TRADISIONAL DI ERA MODERN

Abstract

This study aims to explore the factors influencing consumer interest in Kue Pancong Lumer as an innovative traditional culinary product in the modern era. The research employed a descriptive qualitative approach conducted at a Kue Pancong Lumer business in Ciruas District, Serang Regency, from January to February 2026. Data were collected through direct observation, in-depth interviews with the business owner and consumers, and documentation. Informants were selected using purposive sampling based on their involvement in the business and purchasing experience. Data analysis followed the stages of data reduction, data display, and conclusion drawing, while data validity was ensured through source and method triangulation. The findings indicate that consumer interest is shaped by several interconnected factors, including product quality, affordable pricing, menu variety, attractive product presentation, digital marketing through social media, and service quality. Product quality, particularly its distinctive taste, soft texture, and various melted toppings, emerged as the most influential factor driving purchasing decisions. Moreover, product innovation, attractive packaging, and the utilization of online food delivery platforms have strengthened the competitiveness of the business amid increasingly intense competition in the culinary industry. Effective operational management and customer-oriented service also contribute to customer satisfaction and repeat purchases. The study concludes that the sustainability of traditional culinary businesses depends not only on preserving authentic flavors but also on continuous innovation, digital marketing strategies, and an in-depth understanding of changing consumer preferences. These findings provide practical insights for small culinary enterprises seeking to enhance competitiveness while preserving Indonesia's traditional culinary heritage.