Analisis Terhadap Itensi Pembelian Anak - anak (Studi pada Makanan Cepat Saji)

Widjaja, Anton Wachidin (2012) Analisis Terhadap Itensi Pembelian Anak - anak (Studi pada Makanan Cepat Saji). Telaah Manajemen, 7 (2). pp. 123-133. ISSN 1907-4913

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This study investigates the phenomena of fast-food buying behavior for children consumer in Indonesia. The model of this study is the model which was developed by Fan and Li (2010) which was used as a theoretical base in this study and with modification by adding the influence of the attitude variable towards fast food and the fast food buying behavior. The questioner is developed and distributed to children of the age of 10-12 years old in Jakarta and Tangerang using a convenience sampling. A total of 150 questioners have been filled completely and is further analyzed using the SPSS 17 version. Results of this study have shown that only children of the same age and the product's attribute have an influence towards the attitude to fast-food; whereas television commercials and parents do not influence them. Forming the attitude towards fast-food must be further attended when developing purchase intention towards the product. Keyword: television advertisement, parents, peers, product attributes, attitudes, purchase intention

Item Type: Article
Subjects: Manajemen > Manajemen Pemasaran
Divisions: Pascasarjana (S2) > Magister Manajemen
Widjaja, Anton WachidinUNSPECIFIED
Depositing User: Renaldiansyah Gumay
Date Deposited: 02 Sep 2019 07:45
Last Modified: 02 Sep 2019 07:45

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