PENGARUH SOSIALISASI KULINER, INOVASI PRODUK KULINER DAN CITRA PRODUK KULINER TERHADAP MINAT BELI KONSUMEN KULINER TRADISIONAL DI KOTA TANGERANG SELATAN

South Tangerang city known as the city of education, multiethnic, multicultural and free trade center that brings a variety of shopping centers with malls and factory outlets spread throughout the city. Besides having dozens of factory outlets scattered in different parts of the city. South Tangerang City has a very nice traditional culinary history starting from soto Betawi and egg crust that are excellent. South Tangerang City also has the potential for the development of culinary businesses increasingly encourage other areas to fill the culinary diversity of culinary archipelago. This study was conducted to determine how much influence the socialization of culinary innovation culinary products and the image of culinary products on the traditional culinary buying interest in South Tangerang City. The samples studied 150 consumer culinary in South Tangerang City. The method used is quantitative goal to obtain a picture or description of traditional culinary buying interest, approach to modeling solution techniques will be used as a tool of analysis, multiple regression analysis method. The result showed that the level of socialization and innovative products significantly influence buying interest traditional cuisine in South Tangerang City. And so, in traditional culinary consumers can survive it are required to make innovations to the products offered. Kota Tangerang Selatan dikenal sebagai kota pendidikan, multietnis, multibudaya dan pusat perdagangan bebas yang menghadirkan berbagai pusat belanja denganmalldanfactory outletyang banyak tersebar di kota ini. Selain memiliki puluhanfactory outletyang tersebar di belahan kota. Kota Tangerang Selatan memiliki sejarah kuliner tradisional sangat bagus dimulai dari soto betawi dan kerak telor yang menjadi primadona. Kota Tangerang Selatan juga memiliki potensi bisnis kuliner yang perkembangan itu semakin mendorong kuliner daerah lain untuk mengisi keberagaman kuliner nusantara. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh sosialisasi kuliner, ...