This study aims to determine what factors influence the millennial generation's interest to traditional cakes in Depok, in this case, the egg pancake. To solve the problem using a seven-factor approach, the marketing instruments studied are product, price, place, promotion, physical evidence, people, and process. This research uses quantitative methods with non-probability sampling techniques. The research location is in Depok, and random sampling is used to collect data. Data collection distributed questionnaires to 100 respondents. The regression analysis results on the seven independent variables affect the millennial generation's interest in the traditional Egg Serabi cake. Value simultaneously positively and significantly affects the millennial generation's interest in the traditional Egg Serabi cake. Furthermore, the value of the coefficient of determination indicates that the millennial generation's interest in the traditional Egg Serabi cake is still low. This study recommends anticipating cultural changes through lifestyle changes from local food consumption patterns and maintaining the existence of MSMEs so they can engage in marketing traditional cakes.
Budiasa, I., Sukaatmadja, I. P. G., & Dane, N. (2013). Analysis of the influence of promotional costs on the value of product sales at UD. Banyuatis Bali Coffee, Singaraja. Jurnal Manajemen Agribisnis, 1(1), 26261.
Gherghina, Ș. C., Botezatu, M. A., Hosszu, A., & Simionescu, L. N. (2020). Small and medium-sized enterprises (SMEs): The engine of economic growth through investments and innovation. Sustainability, 12(1), 347.
Harahap, N. M. (2020). Analysis of the factors that influence the interest of the Jabodetabek millennial generation in choosing syaria banks. Thesis. Jakarta: UIN Jakarta.
Kotler, P., & Keller, K. L. (2008). Marketing strategy. London: Business Forum Press.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective. Harlow: Pearson.
Kustyadi, G., & Wijayanti, A. (2021). Ambidexterity and leadership agility in micro, small and medium enterprises (MSME)'s performance: An empirical study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(7), 303-311.
Mudie, P., & Pirrie, A. (2012). Services marketing management. Routledge
Niedomysl, T., & Jonasson, M. (2012). Towards a theory of place marketing. Journal of Place Management and Development, 5(3), 223-230.
Pratama, H. C. (2012). Cyber smart parenting: kiat sukses menghadapi dan mengasuh generasi digital. Bandung: Visi Anugerah Press.
Research, G. (2011). Consumers of tomorrow insights and observations about generation Z. The Services Marketing Journal, 24, 142–156.
Sugiyono. (2012). Quantitative Qualitative Research Methods and R&D. Bandung: Alfabeta.
Sukamdani, N. B., Sukwika, T., Kusumaningrum, D. A., Sulistyadi, Y., & Eddyono, F. (2022). Revisit decision to the Ragunan Zoological Gardens: Brand image and admission price as determination factors. Jurnal Mantik, 6(3), 3018-3027.
Sukamdani, N. B., Sukwika, T., Sulistyadi, Y., Simanjuntak, M., & Sukamdani, H. B. (2022). Measuring Sipatuhar pineapple agrotourism as a trigger of new tourism destinations in North Tapanuli Regency. Enrichment: Journal of Management, 12(4), 3218-3225.