Persepsi Generasi Y Terhadap Kerajinan Tangan Daerah
Abstract: At this juncture,
the growth of handicraft business in the world is quite rapidly which marked by
the hard competition increasingly of handicraft products between the district
of regions Aceh, therefore the handicraft entrepreneurs from Aceh must show a
high competitiveness to other regional products through conduct a good
marketing strategy. “Y” generation is an important consumer market segment in
future due to the rapid growth of this generation and is also a high-income
community. Consequently, the "Y" generation has attracted various
research groups and scientific discipline attention. The aim of this research
is to identify the perception of "Y" generation regarding the
Lhokseumawe handicraft product. Through the quantitative approach via
questionnaire this research found that: marginally, the perception of The generation
“Y” at Lhokseumawe city to local handicraft products is still sufficient with
low quality and the relatively expensive price. The purchasing of local
handicraft products is only a gift or souvenir to introduce Aceh region and
still not become a culture that shows the love of local products.
Kata kunci: Persepsi konsumen, Produk daerah, Gen Y
Penulis: Hazmanan Pasaribu,
Chali Rafi, Khairawati
Kode Jurnal: jpmanajemendd170312
