The Influence of Health Consciousness, Food Quality, Country of Origin and Consumer Preference Toward Purchase Decision to The American Fast Food Restaurants

admin, Muhammad Recky Reynaldy B1024161006

Jurnal Manajemen Update
Vol 9, No 2 (2020): JURNAL MAHASISWA MANAJEMEN

ABSTRACT The purpose of this research is to analyze the influence of Health Consciousness, Food Quality, Country of Origin and Consumer Preference Toward Purchase Decision to The American Fast Food Restaurants in Pontianak City. Nowadays, most of food consumption trend in urban parts of developing countries is that mostly consumers tend to eat more meals outside of their homes and most of the growth in away-from-home eating has been in the fast food sector. The ease of getting fast food on the market makes it provides a numerous of foods based on preference and purchasing power of consumers. In addition, the food processing is getting easier, faster and preparation is perfect for consumers who are always busy. From this point, we may conclude that fast food restaurants should know how customers make their Purchase Decision. In this research, the data analysis method used is Structural Equation Model Partial Least Square (SEMPLS) method. To conduct analysis using PLS method, this research is using smartPLS 3.0 software. The hypothesis of the research are H1: Health Consciousness influences Consumer Preference to the Purchase Decision at the Fast Food Restaurants (KFC, A&W and Texas Chicken) in Pontianak City, H2: Food Quality influences Consumer Preference to the Purchase Decision at the Fast Food Restaurant (KFC, A&W and Texas Chicken) in Pontianak City, H3: Country of Origin influences Consumer Preference to the Purchase Decision at the Fast Food Restaurant (KFC, A&W and Texas Chicken) in Pontianak City, H4: Consumer Preference influences Purchase Decision to the Fast Food Restaurants (KFC, A&W and Texas Chicken) in Pontianak City. The result shows that H1, H3, and H4 are rejected and only H2 is accepted.      Keywords: Health Consciousness, Food Quality, Country of Origin, Consumer Preference, Purchase Decision.  BibliographyGhozali. (2011). 105.Ahmed et al. 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