ANALYTICAL HIERARCHY PROCESS APPROACH ON CONSUMER PURCHASE INTENTION IN CHOOSE A RESTAURANT IN MANADO CITY. CASE STUDY: CITY EXTRA, WAHAHA, WISATA BAHARI
ABSTRACT: Restaurant is a
public place, provide food and beverage on a commercial basis. In Manado, there
are three big restaurant which are famous nowadays, City Extra, Wahaha, and
Wisata Bahari. Not only as the place for a usual dinner, the three restaurants
also being a place of a birthday party, meeting, or even family dinner and it
fulfil the Manadonese habit that like to have a family gathering. This research
aims to know which criteria is most important for customer in selecting a
restaurant in Manado and restaurant is the most preferable for the customer.
This research used analytical hierarchy process with the sample is 30
respondents that were obtained from citizen in Manado. The result from this
research shown that accessibility is the most important criteria for the
consumer to choose a restaurant. The consumer wants a restaurant that have a
reachable place. Wahaha is the most preferable restaurant. City Extra and
Wisata Bahari as the competitors of Wahaha, have to improve their performance,
adding more promotions and make some different thing which is unique or
something that the competitors does not have.
Keywords: consumer purchase
intention, analytical hierarchy process, restaurant
Penulis: Felizia P. J.
Mewengkang, Frederik G. Worang, Maria V.J. Tielung
Kode Jurnal: jpmanajemendd180253
