Teenager’s Perception of Traditional Balinese Food in Kuta Selatan

Badung Bali

Ni Luh Suastuti

Sekolah Tinggi Pariwisata Nusa Dua Bali,

Keywords: Teenage, Perception, Traditional Food, Teenagers

Abstract.: Bali is very famous tourist destination also has a wealth of culinary spread throughout the Regency. Each

district and city has culinary with different characteristics, for example Klungkung Regency is known as

Serombotan, Gianyar Regency is known as babi guling (pork roll), Negara Regency known as betutu

Gilimanuk (traditional roasted chicken), and many other nicknames. Traditional Balinese food is also very

unique where one food can vary in each City District, as lawar in Tabanan Regency will have a taste,

presentation of food, and ingredients that are different from lawar from Badung Regency or Karangasem.

This certainly can enrich traditional Balinese cuisine.Teenagers are the next generation whose take a very

important role in maintaining and developing Balinese culture, especially Balinese culinary culture. It is

very important for Bali to make teenagers aware and start loving and consume traditional Balinese food.

The phenomenon that has happened recently has been the opposite, where adolescents, especially teenagers

those domiciled in urban areas such as in Kuta Selatan Badung Bali. It can be seen that comparing than

traditional local restaurant there are more teenager visiting the fast food restaurant. It is always a long que

line customer especially a teenagers customer in KFC or Mc Donald rather than in traditional food

restaurant in Kuta Selatan. This happened also was influenced by the developing of tourism which brought

many influences such as many culinary from outside of Bali and from overseas sold in Bali such as Korean,

Japanese, Indian and others, which eventually can erode the existence of traditional Balinese food. This can

affect the behavior of adolescent consumers in choosing food consumed. This needs to be examined more

deeply on how teenager in Kuta Selatan perceive traditional Balinese food so that later the customers of the

Bali culinary business can take the right steps to attract teenagers to enjoy traditional Balinese food. The

objective of this research was to determine the perception of teenagers in Kuta Selatan Badung Bali towards

a traditional food. The research question in this study is how the teenager’s perception towards Traditional

Balinese Food in Kuta Selatan Badung Bali. This study uses 112 respondents' from the teenagers in Kuta

Selatan Badung Bali.This study uses 10 indicators (taste, aroma, food variety, food. presentation, price,

special discount, cleanliness of the restaurant, design of restaurant, other facilities such as Wi-Fi, and

comfort of the restaurant). The analysis used in this study is quantitative method. The analysis shows that

the teenager’s perception towards Balinese traditional food is 4,12 with agree category. The highest index of

perception is indicator taste (4,67 with very agree category), and the lowest index is indicator other facilities

such as Wi-Fi (3,59 with agree category).

1 INTRODUCTION

Bali which is known as tourism also has a culinary

that is spread throughout the Regency. Each regency

and city has culinary with different characteristics,

for example Klungkung is known as Serombotan,

Gianyar is known as Babi Guling (pork toll), Negara

is known as Gilimanuk Betutu, and many other

nicknames. Traditional Balinese food is also very

unique where one food can vary - in each Regency

City, such as lawar ( very traditional Balinese food)

in Tabanan Regency will have a different taste, food

presentation, and ingredients that are different from

the lawar from Badung Regency or Karangasem.

This of course can enrich traditional Balinese

cuisine.

This potential culinary can be used as one of the

economic aspects to increase the income of the

community, especially for the local people of Bali.

The Balinese community can sell this traditional

Suastuti, N.

Teenage’s Perception of Traditional Balinese Food in Kuta Selatan Badung Bali.

DOI: 10.5220/0009595100790083

In Proceedings of the 1st NHI Tourism Forum (NTF 2019) - Enhancing Innovation in Gastronomic for Millennials, pages 79-83

ISBN: 978-989-758-495-4

Balinese food and they will get the income from it.

But the Balinese people especially young generation

must love and want to enjoy this traditional Balinese

food. Balinese people in rural areas still want to

maintain traditional Balinese food because there are

often Hindu religious ceremonies. This happens

because traditional Balinese food such as lawar is

very closely related to customs, culture, and

religious rituals. But for urban communities such as

in Badung Regency, known as people who prefer to

live efficiently and practically, it will be a threat to

the existence of traditional Balinese food.

Badung Regency especially South of Kuta was

invaded by the tourism development. South of Kuta

is a very popular destination for both foreign and

domestic tourists. The tourism developing in this

area will also have an impact on population

movements to this area which is dominated by

residents, especially young people including

teenagers so that they can become potential

consumers of traditional Balinese food. Costomer

buying behavior is very individualistic and is

influenced by many factors, so it is very important

for businesses to know and understand how the

consumer's decision process of buying the prodect.

Marketing is based on consumer behavior that aims

to create or provide higher value to consumers

compared to competitors. The value obtained by

consumers is the advantages that customers get from

purchasing the product increasing (Khan, 2007).

Teenagers are the next generation who are very

important role in maintaining Balinese culture,

especially Balinese culinary culture. It is very

important for Bali to awaken teenagers to start

loving traditional Balinese food. The phenomenon

that happened lately is the opposite, where

adolescents especially those who live in urban areas

prefer fast food (fast food) where this is influenced

by many factors such as faster, more practical, tasty,

more prestigious, more comfortable place, more

comfortable atmosphere good, and many other

factors. There are several other things that make

teenagers more comfortable and often visit fast food

restaurants. For example the atmosphere of a fast

food restaurant is comfortable. This happened also

influenced by the tourism which brought many

influences such as the inclusion of various culinary

delights from outside Bali and from abroad such as

the inclusion of various types of fast food, and

special foods from other countries such as Korean,

Japanese, Indian food which can ultimately erode

the existence of traditional Balinese food. This can

affect the behavior of adolescent consumers in

choosing food consumed. From the preliminary

observations of researchers it can be seen that fast

food outlets, especially which are international

franchise are always crowded with young people.

This is inversely proportional if we look at

restaurants or food stalls selling traditional Balinese

food where consumers tend to be fewer. This

phenomenom needs to be investigated more deeply

about how teenagers' perceptions of traditional

Balinese food, so that the culinary business of Bali

can take appropriate steps to attract teenagers to

enjoy traditional Balinese food. So far there has been

no research that focuses on adolescent perceptions of

traditional Balinese food. Research on Balinese food

may be quite a lot but the focus on teen consumers

has not been much researched. For this reason, this

research was conducted with the aim of seeing more

clearly and in detail about how the actual perception

of adolescents in South of Kuta on traditional

Balinese food.

The objective of this research was to determine

the perception of teenagers in Kuta Selatan Badung

Bali towards a traditional food. The research

question in this study is how the teenager’s

perception towards Traditional Balinese Food in

Kuta Selatan Badung Bali. This study uses 112

respondents' from the teenagers in Kuta Selatan

Badung Bali.This study uses 10 indicators (taste,

aroma, food variety, food presentation, price, special

discount, cleanliness of the restaurant, design of

restaurant, other facilities such as Wi-Fi, and

comfort of the restaurant). The analysis used in this

study is quantitative method.

2 LITERATURE REVIEW

From several studies related to traditional food

including research conducted by Margi, et al (2013)

with the title Identification of Potential Culinary

Tourism Based on Local Raw Materials in Buleleng

Regency, Bali, identified that a number of

agricultural communities have the potential to be

developed into culinary tourism products in the

Regency Buleleng such as durian fruit, cassava /

sweet potato / purple yam, and grapes. Data

collection in this research uses field surveys and in-

depth interviews, and literature studies to look for

various types of products produced by the

community in each region in Bali.

Research conducted by Yusa and Suter (2013)

with the title of Traditional Balinese Food Study in

the framework of Development into Leading

Products in Gianyar Regency found that there were

108 types of traditional food in Gianyar Regency

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consisting of 44 foods (side dishes), 47 snacks, and

17 type of drink. The nutrient content in each of

these traditional foods is diverse and the potential to

be developed are be guling, betutu, and jaje.

Sujaya (2013) conducted a study with the title

Safety of Balinese Ethnic Foods: A Case Study on

Dear Outbreaks in Karangasem and Jembrana Bali,

found that Balinese ethnic foods are generally

produced traditionally by providing a mixture of

specific spices. With this traditional processing

method, it can create a specific and distinctive taste,

but this traditional processing makes Balinese ethnic

food identified to contain microorganisms beyond

the limits permitted by local government regulations.

This can be dangerous because it can cause

congenital diseases from food. The findings of this

study suggest that the processing of Balinese ethnic

food should be done more hygienically, using

quality ingredients, and using clean equipment in its

processing is expected to overcome this problem.

Research conducted by Putri, et al (2010) the

title is The Existence and Essence of Traditional

Balinese Food as a Culinary Tourism Support in

Badung Regency, found that the existence of

traditional Balinese food is still recognized and

needs to be preserved while looking at its essence as

supporting culinary tourism in Badung Regency

directly and indirectly has a positive impact on the

economy of the Badung Regency community and

provides local government revenue for the local

government. It can be seen from the perception of

tourists about Balinese food that from the seven

criteria of Balinese food, food and beverage taste,

serving, and service get very good ratings . in terms

of hygiene and sanitation, speed of order handling,

and supporting facilities get a good perception from

tourists, while in terms of tourist prices provide very

cheap perceptions.

Thesis with the title Development Strategy of

Traditional Balinese Food at Freestanding

Restaurant in Tanjung Benoa Village, Kuta Selatan

District, Badung Regency (Dalem, KP, 2010), found

internal factors which are the strength in marketing

strategies of traditional Balinese food at Free

Standing Restaurant in Tanjung Benoa Village are

food and beverage quality, food and beverage

serving sizes, menu design, menu composition,

nutrition and health, appearance quality, restaurant

atmosphere, restaurant image, food and beverage

selling prices, giving discounts to certain guests,

implementing "happy hours", level of restaurant

popularity, distance between the location of the

restaurant and the hotel where tourists stay, access

and ease of reaching the restaurant, quality of

service, intensity of promotion by restaurant waiters,

creativity of special packages, attitude and

appearance of restaurant employees, restaurant-

oriented restaurant staff, cooperation with fellow

restaurant business, and alliances with tourism

businesses the other. Using a SWOT analysis, the

right marketing strategies carried out in this region

are market penetration strategies, product

development strategies, and limited market

development strategies.

The journal with the title Diners' perceptions of

quality, value and satisfaction (Haemoon Oh, 2000),

uses 107 consumers of fine dining restaurants in

Midwestern city. This journal examines restaurant

consumers' perceptions of quality, value and

satisfaction, which are found between when these

variables are interrelated but the consumer

perception variable of value determines the most

consumers to return. Value becomes the strongest

indicator, when guests expect high scores,

consumers will declare wanting to subscribe at the

restaurant. While overall this study found that

expectations of satisfaction were not a strong

indicator for consumers to buy, this was inversely

proportional to models that had already bought

restaurant products found that satisfaction was a

strong factor for repurchasing. Satisfied consumers

may not always come back unless they expect value.

According to Ernayanti (2003) states that

traditional food has cultural values, traditions, and

beliefs that originate in local culture (local

indigenous). The traditional food of an area can be a

mirror of the civilization and culture of the area, it

will be well served and enjoyed by the local

community as well. Dalem (2010) states that

traditional Balinese food can be interpreted as food

that is processed and made by local Balinese people

for generations by using a blend of local herbs (base)

that have specific flavors and aromas that are not

possessed by other regions. With the development of

traditional foods, it will provide opportunities for

local people to be able to obtain economic benefits

from traditional Balinese food. Moreover, Bali is an

area of world tourism destination where this has

increasingly opened wider opportunities for the

development of traditional Balinese food.

Leavitt in Sobur (2003), argues that perception in

the narrow sense is vision, how a person sees things,

while in the broad sense of perception is a view or

understanding that is how someone views or

interprets something. Rangkuti (2003) states that

customer perception is identified as a process where

individuals choose, organize and interpret the

stimulus received through their senses into meaning.

Teenage’s Perception of Traditional Balinese Food in Kuta Selatan Badung Bali

Nevertheless, the meaning of the process of

perception is also influenced by the past experience

of the individual concerned.

2.1 Research Finding and Discussion

In terms of demographics, respondents of this

study is analyzed from several aspects, including

age, gender, and their experience having Balinese

food. Data on respondents' demographics can be

seen from Table 1:

Table 1: Demograpghic Respondents

Demografi Description Number of

respondens

(%)

Gender

Female 45 (40,18%)

Male 67 (59,82%)

Age

11 – 14 year

1 (0,89%)

15 – 17 year

5 (4,46%)

18 – 19 year

106

(94,64%)

Experience

in Buying

balinese

food

Ever buy

balinese food

110 (98,21%)

Never buy

Balinese food

2 (1,79%)

Based on the data in Table 1 above it can be seen

that viewed from the gender, most of the

respondents is a male (boy) and from the age, most

of the respondents are from the age of 18 until 19

years old, followed by 15 to 17 years old. And if we

look from their experiences in buying Balinese food,

98,21% of the respondent ever buy the Balinese food

only 1,79% never buy Balinese food.

2.2 Teenager’s Perception of

Traditional Balinee Food in South

of Kuta Badung Bali

The results of the teenager;s perception of

Traditional Balinese Food in South of Kuta Badung

Bali can be seen in Table 2 below:

Table 2: Teeneger’s Perception of Traditional Balinese

Food in South of Kuta

Atribute Perception Kategor

Taste 4,67 Very

ree

Aroma 4,60 Very

ree

Food variety 4,57 Very

ree

Food Presentation 4,14 Agree

Price 4,31 Very

ree

Special Discoun

3,79 A

ree

Cleanliness of

restauran

3,71 Agree

Design of restauran 3,88 Agree

Other facilities such

as wi fi

3,59 Agree

Comfort of restauran

3,90 A

ree

Average : 4,12 Agree

From 10 indicators above, only three indicators

get very agree category and seven indicators are

rated agree by respondents. The taste of Balinese

food get the higest score (4,67) followed by the

aroma indicator. This in not really surprice because

Balinese food is very famaos on very strong taste

and aroma. Balinese food is known by using many

spices, very hot, and have special aroma.

But if it seen from the indicator cleanlines of the

restaurant, design of the restaurant, offering

discound, other facilities, and the comfort of the

resraurant, the respondent give only agree category.

This indicate that the restaurants or warung that sell

Balinese food need to improving the cleanliness of

the restaurant, make a cool design of restaurant

including providing wifi so the teenager will be

more confortable to stay. Overall teenagers

perception on traditional Balinese food are agree

with a value of 4,12.

3 CONCLUSION

The results of teneeger’s perception towards

traditional Balinese food is 4,12 with agree category.

The teneegers is not hate Balinese food the love it,

but the question is why they do not buy it. There are

some reasons why they do it. First because of the

restaurant that sell Balinese food never give a

special discount such as buy one get one free, or

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never make a happy hour. Second the restaurant

atmosfere need to be improve, have to be more

clean, cool, more instagramable, and wifi available

so the teeneger can be more comfortable.

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Teenage’s Perception of Traditional Balinese Food in Kuta Selatan Badung Bali