Studi Tentang Faktor Terkait Minat Beli Konsumen KFC di Batam

Dita Mistianasari (Department of Management, Faculty of Economics and Business, Batam University)
Ngaliman Ngaliman (Fakultas Ekonomi, Prodi Manajemen, Universitas Batam)
Sri Yanti (Fakultas Ekonomi, Prodi Manajemen, Universitas Batam)

Zona Manajerial: Program Studi Manajemen (S1) Universitas Batam
Vol 13 No 1 (2023): Zona Manajerial: Program Studi Manajemen

Competition in the fast food business in Batam has been quite high in the last five years. Each restaurant serves a variety of attractive menus and packages. As a fast food restaurant business that is well known to the public, KFC must carry out an analysis to find out the perceptions that are built in customers' minds. For example, price, service quality and promotions have an impact on consumer buying interest. The aim of this research is to determine the respective influences of price perception, service quality and promotion on consumer buying interest at KFC Batam. The research method used is a survey. Against 10 KFC branches in Batam, 100 respondents were determined. The results of this research show that price perception, service quality and promotion partially influence KFC buying interest in Batam City.