Analisis Proses Keputusan Pembelian dan Evaluasi Strategi Pemasaran di Restoran Ayam Lepas Cibubur, Bekasi

Abstract

Research was carried out at “restaurant ayam lepas” Cibubur,bekasi. It was aimed to determine consumer purchasing decision toward processed chicken and to examine the attributes of the marketing mix that influenced in these decisions. Data were collected from 22th September to 22th Desember year 2013 in the “Restaurant ayam lepas” Cibubur, Bekasi. The research applied a survey method. 50 respondents were take a using accidental method. Data were collected along one month. Fishbein analysis were executed to analyse the data. Results showed that most of consumer have decided to buy processed chicken only one time and more than one time during one month. This purchasing decision was positively influenced by “price and quality product”, “place selection”, “marketing of product”, and “product choice”. And it was negatively associated with “family influence or other people influence”.