Perbedaan Persepsi Konsumen terhadap Kualitas Produk, Strategi Promosi, dan Physical Evidence pada Brand F&B Nasional dan Lokal: Studi Komparatif Generasi Milenial dan Generasi Z di Kota Pekanbaru

Abstract

Competition in the food and beverage industry places nationally scaled brands and local brands in the same perceptual arena among young consumers. This study examines differences in consumer perceptions of product quality, promotional strategy, and physical evidence between national and local F&B brands among Millennials and Generation Z in Pekanbaru City. A paired quantitative comparative design was employed. A purposive sample of 300 respondents (150 Millennials and 150 Generation Z) who had purchased from and visited both brand groups in matched product categories was surveyed. Three category pairs were aggregated: bakery (Holland Bakery and Vanhollano Bakery), coffee shop (Kopi Kenangan and Leton Coffee), and fast food (Richeese Factory and RG Fried Chicken). Likert-scale data were analyzed using validity, reliability, and Shapiro–Wilk tests, followed by paired-sample t-tests or Wilcoxon signed-rank tests. Product quality did not differ significantly in either cohort. Promotional strategy differed significantly only among Millennials, whereas physical evidence differed significantly in both generations. The findings indicate that perceptual gaps are more evident in marketing communication and store physical evidence than in product quality, and that the pattern of differences varies by generational characteristics.