ANALISIS PREFERENSI FAST FOOD MASYARAKAT LUMAJANG (Studi Komparatif Restoran Modern dan Restoran Sederhana)

This study aims to analyze the fast food preferences of the people of Lumajang Regency by Conducting a Comparative Study Between Modern Restaurants and Simple Restaurants. In addition, this study will also examine how these preferences impact the sustainability of modern restaurant businesses. This study employs a qualitative methodology involving observation, interviews, and documentation. Purposive sampling was used to select the research subjects. This means selecting informants considered to have relevant experience and understanding of the phenomenon under study. The results indicate that residents’ preferences for dining out are situational. Simple restaurants are more frequently chosen for daily lunches due to their affordable prices and authentic local flavors. On the other hand, modern restaurants tend to be selected in specific situations, such as social events, as they offer comfort, amenities, and a more engaging dining experience. Several factors influencing consumer preferences include price, food quality, venue comfort, location, and the influence of the social environment. Based on an analysis using symbolic consumption theory, preferences for modern restaurants are not only related to the fulfillment of dietary needs but also to the inherent symbolic value, lifestyle, and social identity. The implications of these preferences suggest that modern restaurants have opportunities for growth. Furthermore, the sustainability of modern restaurants is influenced by consumer purchasing power and the ability of business operators to adapt their strategies to their own characteristics. Thus, this study indicates that consumer preferences reflect a blend of functional and symbolic consumption, which impacts the dynamics of the culinary industry’s development at the local level.