COMPARATIVE ANALYSIS OF PERCEIVED PRICE, PERCEIVED QUALITY AND PERCEIVED VALUE BETWEEN MALE AND FEMALE CUSTOMERS OF KFC IN MANADO
Abstract: Human need to
consume food to get energy in their daily activities. The development of
franchise fast food restaurant is now growing rapidly and become very
interesting phenomena in the Manado market. One of the fast-food restaurants
are growing in Manado is Kentucky Fried Chicken (KFC). The purpose of this
research is to analyze the differences between male and female customers of KFC
in Manado determined from factors such as Perceived Price, Perceived Quality
and Perceived Value. This research conducted by a quantitative method and the
sample of this research is 100 respondents of KFC in Manado divided by 50 males
and 50 females. By using an Independent Sample t-test, the result shows that
there is significant difference between male and female customers in Perceived
Price meanwhile there is no significant difference between male and female
customers in Perceived Quality and Perceived Value. Based on the results, The
Company should be more critical and more pay attention in order to re-structure
their pricing strategy to compete with other fast food restaurants and just has
to keep maintaining and improving the quality and value of the product/service
to attract more new customers and to keep the loyal customers.
Keywords: perceived price,
perceived quality, perceived value, independent sample t-test
Penulis: Tirza Bororing,
S.L.H.V.Joyce Lapian, Johan R. Tumiwa
Kode Jurnal: jpmanajemendd170878
