Consumer preferences in consuming Padang cuisine in Yogyakarta City: An examination of individual, environmental, and food characteristics factors

This study investigates consumer preferences for Padang cuisine in Yogyakarta, focusing on individual, environmental, and food characteristic factors. The research utilized a survey method, gathering data from 75 respondents across three popular Padang restaurants near Universitas Negeri Yogyakarta. The demographic analysis revealed that the majority of respondents were young adults, primarily students with limited income. Individual factors, including physiological and cognitive aspects, significantly influenced consumer preferences, as supported by previous studies (Chen & Antonelli, 2020; Mattes, 2009). Environmental factors, such as cultural and social influences, also played a crucial role, aligning with findings by Verbeke & López (2005) and Bell et al. (2011). Food characteristics, particularly taste, aroma, and presentation, were the most significant determinants of consumer preference. The study highlights the need for Padang restaurant owners to focus on affordability, quality, and flavor adaptation to meet local preferences while maintaining cultural authenticity. These insights contribute to the broader understanding of consumer preferences for traditional cuisines and offer practical recommendations for enhancing customer satisfaction and business growth.