ANALYTICAL HIERARCHY PROCESS (AHP) APPROACH ON CONSUMER PREFERENCE IN FRANCHISE FAST FOOD RESTAURANT SELECTION IN MANADO CITY (STUDY AT: MCDONALD’S, KFC, AND A&W)
ABSTRACT: Franchise fast food
restaurant has become one of the preferred restaurants in Manado City. There
have been many outlets franchise fast food restaurant which opened its business
in Manado City. The purpose of this research is to analyze the most preferred
franchise fast food restaurant by consumer and to analyze the criteria that
influence consumer in selecting franchise fast food restaurant. Researcher used
Analytical Hierarchy Process (AHP) to compare each franchise fast food
restaurant as the alternative. Population and sample in this research are people
in Manado who have eaten and have experienced the service in McDonald’s, KFC,
and A&W. The sample this research consist of 50 respondents. The sample
technique is purposive sampling. The result shows that McDonald’s is the most
preferred franchise fast food restaurant by the consumer, followed by KFC, and
A&W. The result also shows that the criteria with the highest influence on
consumer in selecting franchise fast food restaurant is price. Researcher
suggests that every franchise fast food restaurant in Manado City to focus on
their price strategy in order to attract more consumers.
Author: Svetlania Wulan
Wibowo, Maria Tielung
Journal Code: jpmanajemengg160100
