Implementation of Assael Model in Buying Decision on Fast Food Product in Surakarta City
- 10.2991/aebmr.k.220602.029How to use a DOI?
- individual; environment; marketing stimulus; purchase decision; perception of price quality; brand trust
The purpose of this study is to analyze and discuss the influence of individual, environmental, and marketing stimulus on buying decisions on fast food products in the city of Surakarta. Furthermore, the formulation of the problem in this study is whether the individual, environment, and marketing stimulus have a significant effect on buying decisions. This research is a survey research based on a quantitative approach using primary data through filling out questionnaires which are distributed using Google Form. The data source of this study is a sample of respondents who buy and consume fast food products at KFC and McDonald’s in Surakarta City. The population in this study are all consumers who make a purchase at KFC and McDonald’s in Surakarta City. The sampling technique used in this study was non-probability sampling using purposive sampling, where the number of samples in this study is 200 respondents. The hypothesis in this study is that individuals are assumed having a significant effect on buying decisions (H1), assumed having a significant environmental influence on buying decisions (H2), and assumed that marketing stimuli has a significant effect on buying decisions (H3). The results showed that individuals have a significant effect on buying decisions, the environment has a significant effect on buying decisions, and marketing stimulus has a significant effect on buying decisions. The conclusion of this study shows that the individual (X1), environment (X2), and marketing stimulus (X3) have a significant effect on buying decisions (Y) on fast food products in Surakarta City. Therefore, the proposed H1, H2, and H3 are proven to be true. The policy implications of KFC and McDonald’s fast food managers must always innovate products based on perceived quality, price, and brand trust.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Moechammad Nasir AU - Happy Dika Pramudya PY - 2022 DA - 2022/06/13 TI - Implementation of Assael Model in Buying Decision on Fast Food Product in Surakarta City BT - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) PB - Atlantis Press SP - 224 EP - 229 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220602.029 DO - 10.2991/aebmr.k.220602.029 ID - Nasir2022 ER -