Analisis Faktor Yang Mempengaruhi Pembelian Konsumen pada Restoran Cepat Saji

Abstract

One of the foods that has a high level of consumption in Indonesia is a type of fast food or junk food. Restaurants that sell this food also have many customers of every age level from children to the elderly who are customers of fast food restaurants. This research was conducted to obtain results and knowledge about what factors can influence purchasing decisions and increase consumer buying interest in fast food in the current era. Comparative descriptive method is the method used in this study and uses a qualitative approach. This research was completed with the result that there are several factors that influence a purchase decision at a fast food restaurant, namely product information and conditions, product uniqueness, customer assumptions, product attractiveness, time, activity, product promotion mix, individual habits, and environmental factors. .

Keywords: Fast Food Restaurant, Purchase Decision, Consumer Purchase Decision Factors.