Analisis Proses Pengambilan Keputusan Pembelian di Restoran Sop Buah Pak Ewok Bogor

Abstract

Citizen consumption rapidly change in Bogor in this era, a lot of people love to eat in some restaurant. The study aims to analyze the characteristics of consumers, purchase decision process, and factors to be considered of purchase decision process in Sop Buah Pak Ewok restaurant Bogor. Methods of processing the data in this study uses descriptive analyze and factor analyze. Descriptive analyze was used to determine the characteristics of the consumer and the consumer buying decision process. Factor analysis was used to analyze the factors to be considered purchase decision. Based on this research, the purchase decision process visit the restaurant with the goal of food and beverage taste. The main source of information come from a friend. It is causing consumers to visit is the food and beverage taste. How to decide a visit to the restaurant depending on the circumstances. Consumer attitudes when product price increases still keep buying. There are 2 factors to be considered of purchase decision in Sop Buah Pak Ewok restaurant Bogor.