Building Consumer Purchasing Decisions At Fast-Food Restaurants And Cafes In Tegal
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Oct 28, 2022
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Abstract
This research in Indonesian, especialy in Tegal because Investment growth in Tegal is very high, this can be seen by the number of foreign companies, hotels, malls, fast food restaurants and cafes in Tegal. The rise of fast food restaurants and cafes in Tegal is due to the high level of public consumption. In 2021, it was recorded at https://jateng.bps.go.id as many as 135 fast food restaurants and cafes in Tegal. The product served are varied, ranging from authentic Indonesian culinary dishes to foreign dishes. This study analyzes the factors that are able to build consumer purchasing decisions in consuming food at fast food restaurants and cafes in Tegal, namely the impression of quality, brand awareness, and brand loyalty. The sampling technique in this study uses purposive sampling. The data used in this study is primary data, which was obtained by conducting surveys and distributing questionnaires to 100 respondents, namely visitors to fast food restaurants and cafes in Tegal. The data obtained will be analyzed using multiple linear regression analysis. The analytical tool used to process the data is SPSS 22. The results of the simultaneous test (Test F) from this study is the value of sig 0.00 < 0.05 which means the hypothesis is "proven or accepted", this proves that Perceived Quality, Brand Awareness, and Brand Loyalty have an effect on building Consumer Purchasing Decisions in Fast Food Restaurants and cafes in Tegal.
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How to Cite
Wiyanti, S., & Gunistyo, G. (2022). Building Consumer Purchasing Decisions At Fast-Food Restaurants And Cafes In Tegal . Enrichment : Journal of Management, 12(4), 3196-3203. https://doi.org/10.35335/enrichment.v12i4.634
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Sumarwan, Ujang. 2011. "PERILAKU KONSUMEN." Penerbit Ghalia Indonesia. Accessed Kedua.
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Zuhdi, Saefudin, Anshar Daud, Rifki Hanif, Phong Thanh Nguyen, and K Shankar. 2019. "Role Of Social Media Market In The Successfull Implementation Of Business Management." International Journal of Recent Technology and Engineering (IJRTE) (Blue Eyes Intelligence Engineering ) Volume-8 (2S11). doi:DOI: 10.35940/ijrte.B1507.0982S1119.
aghipourian, Mohammad Javad, and Kambiz Heidarzadeh Hanzaee. 2012. "The Effect Of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement." Journal of Basic and Applied 1281-1291.
Alma, Buchari. 2016. MANAJEMEN PEMASARAN DAN PEMASARAN JASA. 12. BANDUNG: ALFABETA.
Alon, Ilan, Indri Dwi Aprilianti, and Massiel Carolina Henriquez Parodi. 2021. "A Systematic review of international franchising." Multinational Business Review 29 No. 1: 43-69. doi:DOI 10.1108/MBR-01-2020-0019.
2020. "Customer Loyalty in Coffe Shop : Literature Review and Condition for the future." International Journal of Industrial Engineering and Engineering Management (IJIEEM) 2 No. 2. http://ojs.uajy.ac.id/index.php/IJIEEM.
Dant, Rajiv P., Hyo Jin (Jean) Jeon, Nada Mumdziev, and josef Windsperger. 2016. "A Cross-National Comparison of Brand Perceptions of Global Franchise Chains In The BRICS." Journal of Marketing Channels 23 (Routledge). doi:DOI: 10.1080/1046669X.2016.1224304.
Dhewanto, Wawan, Hendrati Dwi Mulyaningsih, Anggraeni Permatasari, Grisna Anggadwita, and Indriany Ameka. 2014. "MANAJEMEN INOVASI Peluang Sukses Menghadapi Perubahan." Yogyakarta: Penerbit ANDI.
Gart, Pedro Lon, Eugenia Wickens, and Ali Bakir. 2016. "Consumer Decision Process In Restaurant Selection : An Application Of The Stylized EKB Model." (ReseachGate) 28 No. 2: 173-190. doi:DOI: 10.22598/mt/2016.28.2.17328.
Hanzaee, Kambiz Heidarzadeh, and Mohammad Javad Taghipourian. 2012. "The Effects of Brand Credibility and Prestige on Consumers Purchase intention in Low and High Product Involvement." Journal of Basic and Applied Scientific Research P 1281-1291.
Izquierdo-Yusta, Alicia, Carmen M. Gomez-Canto, Jorge Pelegrin Borondo, and Maria Pilar Martinez-Ruiz. 2018. "Consumers' behavior in fast food restaurants : a food value perspective from Spain." British Food Journal. doi:DOI 10.1108/BFJ-01-2018-0059.
Kotler, Philip, and Gary Armstrong. 2018. Prinsip Prinsip Pemasaran. 12 Jilid 2. Penerbit Erlangga.
Lee, Sang-Hyeop, Pong Chee Weng, and Jong Ho Lee. 2016. "Evaluating the Effects of Product Quality and Branding on Perceived Price and Purchase Intention in International Cafes, Selangor, Malaysia." Culinary Science & Hospitality Research. 22 No. 1: 61-69. https://cshr.jams.or.kr/.
Liu, Kuo-Ning, Clark Hu, Meng Chen Lin, Tung I Tsai, and Qu Xiao. 2020. "Brand knowledge and non-financial brand performance in the green restaurants: Mediating effect of brand attitude." International Journal of Hospitality Management P 1-10. https://doi.org/10.1016/j.ijhm.2020.102566.
Maziriri, Eugine Tafadzwa, Tarisai Fritz Rukuni, and Tinashe Chuhu. 2021. "Factors influencing food consumption satisfaction and purchase decisions of restaurant consumers." Cogent Business & Management. doi:DOI: 10.1080/23311975.2021.1968731.
Miklosik, Andrej. 2015. "Changes In Purchasing Decision Making Process Of Consumers In The Digital Era." European Journal of Science and Theology, 11 No. 6: 167-178.
Mohamed, Rozita Naina, and Norzaidi Mohd. 2012. "Cultural Uncertainty on Brand Trust of Fast Food Industry in Malaysia." SciVerse ScienceDirect/Procedia - Social and Behavioral Sciences P 399-412.
Nettle, Daniel, Mona Joly, Eleanor Broadbent, Chice Smith, Ellie Title, and Mellisa. n.d. "Opportunistic food consumption in relation to childhood and adult food insecurity : An exploratory correlational study." (ResearcGate) 1-20. https://www.researchgate.net/publication/326648606.
Oh, Zi Jian, Anak Agung Gde Satia Utama, Wen Huey Ong, Daisy Mui Hung, Gandhar Mane, Varsha Ganatra, Jinzun Oh, Li Zhen Ong, and Prabawaty. 2021. "Factors Influencing The Customer Dining Experience Retention at Marrybrown in Malaysia." International Journal of Applied Business and International Management (IJABIM) 6 No. 3: 86-101.
Pandey, Rudsesh, Varsha Ganatra, Sonali Jamnik, Pragya Goel, Priyanshi Goyal, Chian Lee Xuan, Daisy Mui Hung Kee, Hee Hui Mein, Lim Xiao En, and Lee Jen Zen. 2021. "An Empirical Study on Customer Satisfaction, Perception, and Brand Image In Starbucks Coffee in India, Asia." International Journalof Tourism Hospitaly in Asia Pasific (ResearchGate) 53-63. https://www.researchgate.net/publication/353313788.
Phan, The Anh, and Phuong Hoang Mai. 2016. "Determinants Impacting Consumers' Purchase Intention : The Case of Fast Food in Vietnam." International Journal of Marketing Studies 8 No. 5. doi:doi:10.5539/ijms.v8n5p56 .
Ramzan, Iram, and Naveed Ahmad. 2018. "Factors of Restauran Brand Equity and Their Impacton Brand Reputation." Journal of Marketing and Consumer Research (www.iiste.org) 46: 33-41.
Suliyanto. 2011. EKONOMETRIKA TERAPAN-Teori dan Aplikasi Dengan SPSS. Yogyakarta: Penerbit ANDI OFFSET.
Sumarwan, Ujang. 2011. "PERILAKU KONSUMEN." Penerbit Ghalia Indonesia. Accessed Kedua.
Vries, Lisette de, Sonja Gensler, and Peter S.H Leeflang. 2012. "Popularity Of Brand Poosts On Brand Fan Pages : An Investigation of The Effects Of Social Media Marketing." Journal Of Interactive Marketing (www.sciencedirect.com) 83-91.
Zuhdi, Saefudin, Anshar Daud, Rifki Hanif, Phong Thanh Nguyen, and K Shankar. 2019. "Role Of Social Media Market In The Successfull Implementation Of Business Management." International Journal of Recent Technology and Engineering (IJRTE) (Blue Eyes Intelligence Engineering ) Volume-8 (2S11). doi:DOI: 10.35940/ijrte.B1507.0982S1119.