Analisis proses pengambilan keputusan konsumen Dillenia Kitchen^cAjeng Yuliani Pratiwi

Abstract

Nowadays, people are tend to prefer to consume foods that are more practical with going to restaurant. Dillenia Kitchen is the only restaurant in Bogor which provides healthy food that used organic materials. It encourages Dillenia Kitchen to be able to continue to maintain it sales by analyzing the consumer’s decision process. The purpose of this study are knowing the characteristics of consumers, the purchase decision process by consumers, and analyze the consumer’s important factors of decision making proccess in Dillenia Kitchen. Data retrieval of respondents in this study using purposive sampling method with the number of respondents are 100 people. Validity test of the questionnaire is using Pearson Product Moment and reliability test is using Cronbach's Alpha technique. The analytical tool that used are Descriptive Analysis and Factor Analysis. The results showed that consumers who comes to Dillenia Kitchen are middleclass consumers with higher education. Factors that overlooked by consumers are the factors of product quality, service, warranties, features, mix locations, personal, and internal.