Factors influencing Children Consumers to buy Traditional Snacks

Traditional snacks have cultural values of a society that must be preserved. Today, it has been displaced by modern snacks because of changes in lifestyle in society. This research aims to understand the factors that affecting children consumers in buying and consuming traditional snacks. The location of this research is in the large cities of Java Island which is determined using purposive sampling, namely: (1) Surabaya; (2) Yogyakarta; and (3) Bandung, Indonesia. The consideration is that in the three cities there are many variants of traditional snacks and modern snacks that are available in the market with a large number of teenagers. The method that is used in this research is Structural Equation Model (SEM) using AMOS software. The research result explains that the individual factor and psychological factor of consumer have positive influence on children’s attitude in buying traditional snacks. While social environmental, cultural, and marketing strategy factors has a positive influence but not significant toward the children’s attitude in buting traditional snacks.