Azmen Kahar, Sharnuke Asrilsyak



Banyaknya daerah wisata yang ada di Indonesia menyebabkan perlu adanya diferensiasi dalam hal keunikan. Salah satunya adalah kota Padang, salah satu destinasi wisata khusunya pada bidang kuliner. Penelitian ini bertujuan untuk menganalisis pengaruh Nilai Harga Makanan terhadap Sikap Turis Pada Makanan Lokal Padang. Jenis penelitian ini adalah penelitian kausatif yang melihat pengaruh variabel bebas yaitu nilai harga makanan terhadap variabel terikat yaitu sikap turis pada makanan lokal padang. Responden dalam penelitian ini adalah turis/wisatawan nusantara yang mengunjungi daerah wisata kota Padang. Penentuan jumlah sampel menggunakan teknik purposive sampling sebanyak 200 responden. Teknik analisis data yang digunakan adalah analisis jalur. Hasil penelitian menunjukan bahwa Nilai Harga Makanan berpengaruh signifikan terhadap Sikap Turis Pada Makanan Lokal Padang.


Kata Kunci: Nilai-nilai Konsumsi (TCV), Nilai Harga Makanan, Sikap Turis Pada Makanan Lokal



The large number of tourist areas in Indonesia requires differentiation in terms of uniqueness. One of them is the city of Padang, a tourist destination especially in the culinary field. This study aims to analyze the effect of the value of price on tourist attitudes on lokal Padang food. This type of research is a causative study that looks at the influence of independent variables, namely the value of food taste to the dependent variable, namely the attitude of tourists to lokal Padang food. Respondents in this study were tourists / tourists visiting the tourist area of the city of Padang. Determination of the number of samples using a purposive sampling technique of 200 respondents. The data analysis technique used is path analysis. The results showed that the price of food significantly influenced the attitude of tourists in lokal Padang food.


Keywords: Theory of Consumption Values (TCV), Price Values, Tourist Attitudes in Lokal Foods

Kata Kunci

Kata Kunci: Nilai-nilai Konsumsi (TCV), Nilai Harga Makanan, Sikap Turis Pada Makanan Lokal

Teks Lengkap:



Daftar Pustaka

Awuni JA and Du J (2016) Sustainable consumption in Chinese cities: green purchasing intentions of young adults based on the theory of consumption values. Sustainable Development 24(2): 124–135.

Biswas A and Roy M (2015a) Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production 87: 463–468.

Biswas A and Roy M (2015b) Leveraging factors for sustained green consumption behavior based on consumption value perceptions: testing the structural model. Journal of Cleaner Production 95: 332–340.

Chang RC, Kivela J, and Mak A (2010) Food preferences of Chinese tourists. Annals of Tourism Research 37(4): 989–1011.

Chang RC, Kivela J, and Mak AH (2011) Attributes that influence the evaluation of travel dining experience: when East meets West. Tourism Management 32(2): 307–316.

Cheng Q and Huang R (2015) Is food tourism important to Chongqing (China)? Journal of Vacation Marketing 1: 13.

Choe JYJ and Kim SS (2018) Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management 71: 1–10.

Cohen E and Avieli N (2004) Food in tourism: attraction and impediment. Annals of Tourism Research 31(4): 755–778.

Du Rand GE and Heath E (2006) Towards a framework for food tourism as an element of destination marketing. Current Issues in Tourism 9(3): 206–234.

Finch JE (2006) The impact of personal consumption values and beliefs on organic food purchase behavior. Journal of Food Products Marketing 11(4): 63–76.

Floh A, Zauner A, Koller M, et al. (2014) Customer segmentation using unobserved heterogeneity in the perceived-value–loyalty–intentions link. Journal of Business Research 67(5): 974–982.

Gonçalves HM, Lourenço TF and Silva GM (2016) Green buying behavior and the theory of consumption values: a fuzzy-set approach. Journal of Business Research 69(4): 1484–1491.

Goolaup S and Mossberg L (2017) Exploring the concept of extraordinary related to food tourists’ nature-based experience. Scandinavian Journal of Hospitality and Tourism 17(1): 27–43.

Grönroos C (2006) On defining marketing: finding a new roadmap for marketing. Marketing Theory 6 (4): 395–417.

Hall CM, Sharples L, Mitchell R, et al. (2004) Food Tourism Around the World. Abingdon: Routledge.

Henderson JC (2009) Food tourism reviewed. British Food Journal 111(4): 317–326.

Keshavarz Y and Jamshidi D (2018) Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities 4(2): 220–244.

Keshavarz Y, Jamshidi D and Bakhtazma F (2016) The influence of service quality on restaurants’ customer loyalty. Arabian Journal of Business and Management Review (Oman Chapter) 6(4): 1.

Kim S and Iwashita C (2016) Cooking identity and food tourism: the case of Japanese Udon noodles. Tourism Recreation Research 41(1): 89–100.

Kim YG and Eves A (2012) Construction and validation of a scale to measure tourist motivation to consume local food. Tourism Management 33(6): 1458–1467.

Kivela J and Crotts JC (2006) Tourism and gastronomy: gastronomy’s influence on how tourists experience a destination. Journal of Hospitality and Tourism Research 30(3): 354–377.

Lai IK (2015) The roles of value, satisfaction, and commitment in the effect of service quality on customer loyalty in Hong Kong–style tea restaurants. Cornell Hospitality Quarterly 56(1): 118–138.

Lee Y, Kim J, Lee I, et al. (2002) A cross-cultural study on the value structure of mobile internet usage: comparison between Korea and Japan. Journal of Electronic Commerce Research 3(4): 227–239.

Long MM and Schiffman LG (2000) Consumption values and relationships: segmenting the market for frequency programs. Journal of Consumer Marketing 17(3): 214–232.

Mak AH, Lumbers M, Eves A, et al. (2012) Factors influencing tourist food consumption. International Journal of Hospitality Management 31(3): 928–936.

Mathwick C, Malhotra NK and Rigdon E (2002) The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison☆ 1. Journal of Retailing 78(1): 51–60.

Ottenbacher MC and Harrington RJ (2011) A case study of a culinary tourism campaign in Germany: implications for strategy making and successful implementation. Journal of Hospitality and Tourism Research 37(1): 3–28.

Park HJ and Rabolt NJ (2009) Cultural value, consumption value, and global brand image: a crossnational study. Psychology and Marketing 26(8): 714–735.

Perrea T, Grunert KG and Krystallis A (2015) Consumer value perceptions of food products from emerging processing technologies: a cross-cultural exploration. Food Quality and Preference 39: 95–108.

Phau I, Quintal V and Shanka T (2014) Examining a consumption values theory approach of young tourists toward destination choice intentions. International Journal of Culture, Tourism and Hospitality Research 8(2): 125–139.

Quan S and Wang N (2004) Towards a structural model of the tourist experience: an illustration from food experiences in tourism. Tourism Management 25(3): 297–305.

Robinson R and Getz D (2014) Profiling potential food tourists: an Australian study. British Food Journal 116(4): 690–706.

Robinson RN and Getz D (2016) Food enthusiasts and tourism: exploring food involvement dimensions. Journal of Hospitality and Tourism Research 40 (4): 432–455.

Schwartz SH and Bilsky W (1987) Toward a universal psychological structure of human values. Journal of Personality and Social Psychology 53(3): 550.

Sharples L and Hall CM (2004) The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. In: Food Tourism Around The World. Abingdon: Routledge, pp. 13–36.

Sheth JN, Newman BI and Gross BL (1991a) Consumption Values and Market Choices: Theory and Applications.

Sheth JN, Newman BI and Gross BL (1991b) Why we buy what we buy: a theory of consumption values. Journal of Business Research 22(2): 159–170.

Sin LY-M and Yau OH-M (2001) Female role orientation and consumption values: some evidence from mainland China. Journal of International Consumer Marketing 13(2): 49–75.

Sweeney JC and Soutar GN (2001) Consumer perceived value: the development of a multiple item scale. Journal of Retailing 77(2): 203–220.

Torres R (2002) Toward a better understanding of tourism and agriculture linkages in the Yucatan: tourist food consumption and preferences. Tourism Geographies 4(3): 282–306.

Tsai C-TS and Wang Y-C (2017) Experiential value in branding food tourism. Journal of Destination Marketing and Management 6(1): 56–65.

Turel O, Serenko A and Bontis N (2010) User acceptance of hedonic digital artifacts: a theory of consumption values perspective. Information and Management 47(1): 53–59.

Williams LT, Germov J, Fuller S, et al. (2015) A taste of ethical consumption at a slow food festival. Appetite 91: 321–328.

Williams P and Soutar GN (2009) Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research 36(3): 413–438.

Woodruff RB (1997) Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science 25(2): 139

Wolf E (2006) Culinary Tourism: The Hidden Harvest: A Dozen Hot and Fresh Reasons how Culinary Tourism Creates Economic and Community Development. Dubuque: Kendall/Hunt.

Yeo BL, Mohamed RHN and Muda M (2016) A study of Malaysian customers purchase motivation of halal cosmetics retail products: examining theory of consumption value and customer satisfaction. Procedia Economics and Finance 37: 176–182.

Zeithaml VA (1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing 52(3): 2–22


Dipublikasikan oleh LPPM Universitas Bina Sarana Informatika

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License