Afik Hardanto on Muck Rack

Afik Hardanto

As seen in: British Food Journal
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Articles

Determinants of consumers' motivation towards ethnic food: evidence from Indonesia

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By Poppy Arsil, Hoa Le Dang, Rumpoko Wicaksono, Afik Hardanto
| Emerald Publishing
Abstract Purpose The research objective is to explore consumers' (those of ethnic origin and non-ethnic origin) motivation for choosing ethnic food. Design/methodology/approach A total of 120 respondents were approached at Padang restaurants in Jakarta, and personal interviews were conducted using soft laddering techniques linking to means-end chain (MEC) analysis.
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