Faktor Penentu Pemilihan Produk Pangan Beku (Frozen Food) pada Generasi Y dan Z di Masa Pandemi COVID-19
Determining Factors for Selection of Frozen Food Products in Generation Y and Z during the COVID-19 Pandemic
The period of COVID-19 pandemic requires citizens to minimize the spread of the virus by working and doing activities at home. The recommendation to stay at home is sufficient to limit the space for people to buy food at restaurants or food stalls, so that frozen food products are an alternative. Frozen food products provide convenience for consumers, especially for generations Y and Z who are in their productive age and generally have high mobility. This study aims to determine the various determining factors in the selection of frozen food products by consumers from generations Y and Z during the COVID-19 pandemic. This research is a descriptive study using a survey method. This study used a purposive sampling technique, and the data collection instrument was an online questionnaire, distributed using Google Form. There was a total of 131 respondents. 59 respondents from generation Y with an age range of 40-25 years, and 72 others from generation Z who had an age range of 24-20 years. The survey results suggest that there are 7 determinants to select frozen food products, which is product quality, product information, product hygiene, price, taste, packaging, and promotion. As many as 91.8% of respondents stated that product quality was the main determining factor in choosing frozen food products. According to the survey results during the COVID-19 pandemic it was also found that 60.2% of respondents prefer to buy frozen food products rather than fresh food as an effort to minimize the risk of virus transmission.