PREFERENSI KONSUMEN DALAM MEMILIH RESTORAN ALL YOU CAN EAT DI KOTA BANDUNG (Studi Komparasi pada Restoran Jepang dan Korea) - Farah Kamilia, - (2020)
Kota Bandung merupakan salah satu kota besar di Indonesia yang memiliki banyak dan aneka ragam jenis restoran, dari sekian banyak jenis restoran, diantaranya Restoran Jepang dan Restoran Korea All You Can Eat. Penulis memilih Restoran Jepang dan Restoran Korea All You Can Eat sebagai objek penelitian. Penelitian ini bertujuan untuk mengetahuin adanya perbedaan preferensi konsumen antara Restoran Jepang dan Restoran Korea. Populasi penelitian adalah konsumen yang pernah berkunjung ke Restoran Jepang dan Restoran Korea All You Can Eat di Kota Bandung dengan jumlah sampel 100 responden. Teknik penelitian ini menggunakan Nonpronbability Sampling dan teknik analisis Sampling Purposive. Metode analisis yang digunakan adalah komparatif deskriptif dengan pendekatan kuantitatif yaitu menggunakan Independent Simple T- Test. Pengujian hipotesis yang dilakukan menggunakan Independent Simple T- Test menunjukkan bahwa tidak terjadi perbedaan preferensi konsumen dari Restoran Jepang dan Restoran Korea All You Can Eat di Kota Bandung. Berdasarkan data yang diperoleh bahwa preferensi paling unggul berdasarkan tanggapan responden adalah branding dan yang memiliki penilaian yang paling rendah ialah price. Kata kunci : Preferensi Konsumen, price, quality of service, branding, tangibles, quality of food Consumer Preferences in Choosing All You Can Eat Restaurants in the City of Bandung (Comparative Study of Japanese and Korean Restaurants) Farah Kamilia 1605925 Abstract Bandung is one of the big cities in Indonesia which has many and various types of restaurants, from many types of restaurants, including Japanese Restaurant and Korean Restaurant All You Can Eat. The writer chose Japanese Restaurant and Korean Restaurant All You Can Eat as the research object. This study aims to determine the differences in consumer preferences between Japanese restaurants and Korean restaurants. The research population is consumers who have been to the Japanese Restaurant and Korean Restaurant All You Can Eat in Bandung with a sample size of 100 respondents. This research technique uses nonpronbability sampling and purposive sampling analysis techniques. The analytical method used is descriptive comparative with a quantitative approach, namely using the Independent Simple T-Test. Hypothesis testing using the Independent Simple T-Test shows that there is no difference in consumer preferences from Japanese Restaurants and Korean Restaurants All You Can Eat in Bandung City. Based on the data obtained, the most superior preference based on respondents' responses is branding and the one with the lowest assessment is price. keywords: Consumer Preferences, price, quality of service, branding, quality of food