PENGARUH ELEMEN NOSTALGIA MARKETING TERHADAP EKSISTENSI KULINER LEGENDARIS SATE AYAM PONOROGO DI ERA MODERNISASI

This study aims to examine and analyze the influence of Nostalgic Emotion, Authenticity, and Brand Heritage on the continued existence of the legendary Sate Ayam Ponorogo (Ponorogo Chicken Satay) in the era of modernization. Data collection was conducted by distributing questionnaires to consumers who had previously purchased Sate Ayam Ponorogo, with a sample size of 100 respondents. The sampling technique employed was accidental sampling—a method based on chance encounters—whereby anyone who happened to meet the researcher and met the respondent criteria could serve as a data source. Data analysis was performed using multiple linear regression. The results indicate that Nostalgic Emotion, Authenticity, and Brand Heritage have a positive and significant influence on the existence of the legendary Sate Ayam Ponorogo, both individually and simultaneously. Nostalgic Emotion emerged as the most dominant factor influencing the existence of this legendary culinary offering.