Attitude analysis of traditional food products by millennial consumers: A study of Jenang products in Kudus regency

Jenang kudus is a specialty food from Kudus-Indonesia, one of the products of the agribusiness system from upstream to downstream, starting from the processing of raw materials from rice flour, sugar, and coconut milk, to the product marketing process. Jenang kudus has been designated as one of Indonesia's Intangible Cultural Heritage (WBTB) in 2022 by the Ministry of Education, Culture, Research and Technology of the Republic of Indonesia, but the attitude of the millennial generation in Kudus Regency towards jenang kudus is still low. The purpose of this study was to analyze the attitude of millennial consumers in Kudus Regency towards jenang kudus. This research was conducted at the largest and oldest producer of jenang kudus from August to October 2024. The research was conducted by survey and interview. The sampling technique used was non probability sampling which was determined by accidental sampling, then continued with purposive sampling because the target was millennials aged 23-42 years with the criteria that millennial consumers in Kudus who purchased jenang kudus at the research location at least twice. Determination of the number of respondent samples using the Nunnally method with a sample size of 70 respondents. The data analysis used is Fishbein analysis with a Likert scale. The results of attitude analysis show that millennial consumers towards jenang kudus show a positive attitude.