Yuliana, Dinda Anisa and Adawiyah, Rabiatul and Kasymir, Eka (2023) SIKAP, POLA KONSUMSI, DAN FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMSI KONSUMEN RESTAURANT CEPAT SAJI (FAST FOOD) DI BANDAR LAMPUNG (Attitude of Consumers, Food Consumption Pattern, and Factors Affecting the Consumption at Fast Food Restaurant in Bandar Lampung City). Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science,, 11 (3). pp. 166-172. ISSN 26204177

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Abstract

Thisl studyl aimsl tol analyzel thel attitude ofllconsumers, foodl consumption pattern, andl factors affecting thel consumption at fast foodl restaurant inl Bandar Lampungl City. Thisl research wasl conducted atl international franchised fast food restaurants inl Bandar Lampungl City. Thel research methodl is al survey withl the accidentall sampling ltechnique. Thel number ofl samples inl this researchl were 70 consumers whol had bought or consumed at international franchised fast food restaurants atl least oncel in thel last onel month. Thel research datal were analyzedl usingl fishbein lmultiatribute lanalysis, descriptivel statistics analysis, andl multiple linear regressionl analysis. Datal collection wasl conducted in lJune-Julyl 2022. Thel results showedl that thel consumers who boughtl or consumed atl international franchised fast food restaurants is because of its taste, hygiene, and services. Consumers are more likely to buy at international franchised fast food restaurants such as McD’s and KFC that served fried chicken as main course. The average amount of purchase was two menus per transaction and average amount of frequency of three times per month with reasons of purchase were great taste, easy to find, and practicality. Factors that affected the consumption were consumers’ income, international franchised fast food restaurant’s prices, and consumers’ habitual variables. Key words: consumer attitude, consumption factors, consumption patterns, fast food restaurants

Item Type:	Article
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Fakultas Pertanian (FP) > Prodi Agribisnis
Depositing User:	RABIATUL ADAWIYAH
Date Deposited:	22 Nov 2023 06:31
Last Modified:	22 Nov 2023 06:31
URI:	http://repository.lppm.unila.ac.id/id/eprint/52828

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