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Archippus Christopher Hendra
Post Graduate Program, Faculty of Agriculture, University of Brawijaya
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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DIFFERENCES INDUSTRY PATTERNS BASED ON MILLENNIAL CUSTOMER PATH AT FAST FOOD RESTAURANTS Archippus Christopher Hendra; Budi Setiawan; Agustina Shinta Hartati Wahyuningtyas
Agricultural Socio-Economics Journal Vol. 22 No. 4 (2022): OCTOBER
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2022.022.4.11

Abstract

Marketing 4.0 forms a new customer path, which was previously 4A (aware, attitude, act, act again) to 5A (aware, appeal, ask, act, advocate). The main goal of the 4A is for customers to become loyal to a brand. However, in the 5A customer path, loyalty to a brand is not the primary goal but instead advertising or promoting the brand. This study aims to analyze industrial patterns formed based on customer lines at fast food restaurants in Malang City. This research approach uses a quantitative descriptive approach, which is carried out by collecting information about the picture of consumers in the research area. The results of the chi square H1 test were received, namely advocacy carried out by respondents aged 30-39 years not higher than respondents aged 20-29. The fast food restaurant industry pattern formed in the three restaurants in each age group (McDonald's, KFC, and Burger King) has the same shape: door knobs.
Co-Authors Agustina Shinta Hartati Wahyuningtyas Budi Setiawan