STUDI EKSPLORATIF PERILAKU MAHASISWA UK. PETRA DALAM MEMILIH FAST FOOD RESTAURANT DAN NON FAST FOOD RESTAURANT DI SURABAYA

Serli Wijaya




Abstract


The rapid growth of food service business in Surabaya obviously affect consumers' decision toward in which restaurant they would like to eat. This exploratory research aims to investigate students behaviour of Petra Christian University in deciding to eat at fast food restaurants compared to non fast food restaurants. Result reveals that there are differences related to the frequency of visit and with whom the respondents have meals at restaurants. Moreover, respondents' decision to eat at fast food restaurant is influenced more by quality of the food, service speed, and price; whereas quality of the food, friendliness, and restaurant ambience are factors which influence respondents more to have meals at non fast food restaurant.


Abstract in Bahasa Indonesia :

Menjamurnya bisnis makanan di Surabaya mempengaruhi perilaku masyarakat dalam mengambil keputusan pembelian di sebuah restoran. Penelitian eksploratif ini bertujuan untuk menggali perilaku mahasiswa UK. Petra dalam memutuskan untuk makan di fast food restaurant dibandingkan dengan di non fast food restaurant. Hasil penelitian mengungkapkan bahwa terdapat perbedaan sehubungan dengan frekuensi kunjungan dan dengan siapa responden berkunjung ke sebuah restoran. Selain itu, keputusan makan di fast food restaurant lebih dipengaruhi oleh faktor kualitas makanan, kecepatan layanan, dan harga yang relatif terjangkau. Sedangkan kualitas makanan, keramahan layanan dan kenyamanan restoran merupakan faktor yang lebih mempengaruhi pembelian di non fast food restaurant.

Kata Kunci: Fast food restaurant, non fast food restaurant, perilaku mahasiswa


Keywords


Fast food restaurant, non fast food restaurant, student behaviour

Full Text: PDF

The Journal is published by The Institute of Research & Community Outreach - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen Perhotelan, ISSN: 0216-6283

shopify visitor statistics
View My Stats




Copyright © Research Center Web-Dev Team