Vol. 1 / No. 2 / Published : 2000-08
Original Article :
Analisis perilaku konsumen dalam pengambilan keputusanpembelian makanan pada waralaba pangan asing
This research analyzes consumers' attitude in decision making to purchase food in foreign franchises. The results of this research prove to be useful for foreign franchisers, and traditional food franchisers who are still product oriented than consumer oriented. Thus, it can help to accelerate competitive capacity of traditional food franchises.Using Chi Square model, it is found that variables affecting decision to buy food in foreign franchises are variable of price, promotion; add or information from other people, location, and service, which is the speed of service given. Of all variables, variable of price serves as an important influence to decide in purchasing the foreign franchise products. It indicates the consumers' perception on the cheapness of price of the products compared to the price of other franchise products. The purpose of this research is also to give inputs to local franchisers in order to accelerate their competitive capacity, thus the consumers' attitude toward local franchises is also observed. Variable affecting consumers' decision to buy food in local franchises is the variable of product covering the brand, the taste, the promotion gift, and the discount from the local franchises.
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