PERAN INOVASI PRODUK DAN PACKAGING MAKANAN TRADISIONAL JAJAN PASAR UNTUK MENARIK GENERASI MILENIAL DAN GEN Z DI SOLO

Abstrak

This study aims to analyze the influence of product innovation and modern packaging on the purchase intention of Millennials and Gen Z toward traditional snacks (jajan pasar) in Solo, Indonesia. The research employed a quantitative survey approach, collecting data from 179 respondents aged 11–42 years. Data analysis was conducted through validity and reliability testing, regression analysis, and PLS-SEM modeling. The findings reveal that product innovation significantly and positively affects purchase intention, particularly through taste variations, portion adjustments, added nutritional value, and creative product themes. Modern packaging also has a significant positive effect, with key factors including attractive design, eco-friendliness, practicality, and reflection of local identity. Together, product innovation and modern packaging explain 63% of the variance in purchase intention. These results highlight that integrating product and packaging innovation is an effective strategy to enhance the appeal of traditional snacks among young consumers. The study provides practical implications for local entrepreneurs to develop creative products and modern packaging aligned with digital trends, while also creating opportunities for promotion in tourism and the creative economy sector.