FAKTOR-FAKTOR SOSIAL YANG MEMPENGARUHI GAYA HIDUP CINTA PRODUK DALAM NEGERI GENERASI MUDA INDONESIA
DOI:
https://doi.org/10.33007/inf.v7i1.2626Keywords:
Gaya hidup, Cinta Produk Dalam Negeri, Konsep Diri, Pengetahuan, Sikap, Generasi MudaAbstract
Artikel ini ditulis dengan tiga tujuan utama. Tujuan pertama adalah untuk mendapatkan informasi mengenai hubungan antara konsep diri terhadap gaya hidup cinta produk makanan dalam negeri. Tujuan kedua, mengkaji informasi hubungan antara  pengetahuan atas produk dalam negeri. Tujuan ketiga adalah untuk memperoleh informasi mengenai keterkaitan konsep diri dan pengetahuan yang dimiliki generasi muda Indonesia untuk membentuk gaya hidup cinta produk makanan dalam negeri melalui sikap. Studi dilakukan berdasarkan kajian literatur. Terdapat hubungan antara konsep diri, pengetahuan produk baik secara langsung dengan gaya hidup cinta produk makanan dalam negeri maupun hubungan tidak langsung melalui sikap terhadap gaya hidup cinta produk makanan dalam negeri. Implikasinya adalah untuk membangun gaya hidup cinta produk dalam negeri, yang harus diutamakan adalah membangun konsep diri, peningkatan pengetahuan bahwa produk dalam negeri adalah berkualitas baik, keren dan tidak murahan, serta membentuk sikap generasi muda untuk cinta produk dalam negeri. Baik konsep diri, pengetahuan produk dan sikap secara bersamaan mempengaruhi faktor-faktor gaya hidup cinta produk dalam negeri secara berturut-turut adalah kelas referensi, kemudian pada minat dan kegiatan konsumsi produk dalam negeri. Rekayasa sosial terkait gaya hidup cinta produk dalam negeri yang dapat dilakukan adalah membuat kelas sosial yang menjadi referensi gaya hidup di kalangan generasi muda untuk memiliki gaya hidup “cinta produk dalam negeriâ€. Upaya berikutnya adalah menumbuhkembangkan minat untuk cinta produk dalam negeri serta membujuk generasi muda untuk senantiasa melakukan konsumsi atas produk dalam negeri di kalangan generasi muda.
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