CASE STUDY OF BRAND CHOICE OVERSEAS FAST FOOD FRANCHISE RESTAURANT BY CONSUMER IN BANDUNG

• Main Author: Kartikasari (NIM 234 04 004), Desi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7585
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> Indonesian Consumer is very immeasurable. They are different in the case of age, education, work, marriage status, and life style. They also have hobby, appetite, and different activity also. With that, producer/marketers try to create product matching with consumer characteristic and requirement, this matter which cause multifarious appearance of product manner. <br /> <br /> <br /> When a consumer is given on to so much choice, he or she will not easy to taking choice. Particularly if given on to product without brand, product like this will complicate consumers to recognize, to chose and buy repeat in a moment require, although they are satisfied. Therefore, in this time all thrown product to marketing use brand. Brand makes consumer easy to identify product and service, and also can make consumers sure that they will get the quality of goods/same service if them buy to repeat. <br /> <br /> <br /> Along the growth era progressively, emerge many overseas franchise food fast restaurant, which liked not only children but including all age. Herewith tight emulation happened in franchise fast food industry. Thats the reason why the existence of research concerning brand choice by fast food restaurant consumer is need. This matter is meant so that the franchisor can analyze performance, product and accepted by consumer. <br /> <br /> <br /> This confirmatory analysis is conducted by processing brand choice model by entangling brand image variable, benefit attribute, consumer satisfaction, consumer preference and promotion activity in brand choice, with testing eight hypotheses. The method is SEM ( Structural Equation Modeling) constructively LISREL software 8.50. <br /> <br /> <br /> From the result of processing is obtained some the following conclusion: <br /> <br /> <br /> 1. Brand image have influence to consumer satisfaction. <br /> <br /> <br /> 2. Brand image have influence to consumer preference. <br /> <br /> <br /> 3. Benefit attribute have influence to consumer preference. <br /> <br /> <br /> 4. Consumer satisfaction does not have influence to consumer preference. <br /> <br /> <br /> 5. Consumer satisfaction, brand image and benefit attribute have influence to consumer preference simultaneously. <br /> <br /> <br /> 6. Consumer preference has influence to brand choice by fast food restaurant consumer. <br /> <br /> <br /> 7. Promotion activity does not have influence to brand choice by fast food restaurant consumer. <br /> <br /> <br /> 8. Consumer preference and promotion activity have influence to brand choice by fast food restaurant consumer simultaneously. <br />