Analisis Terhadap Intensi Pembelian Anak-Anak (Studi Pada Makanan Cepat Saji)  

Oleh:

Widjaja, Anton Wachidin ; Christine, Dies

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Telaah Manajemen: Jurnal Riset & Konsep Manajemen vol. 7 no. 2 (Nov. 2012), page 123-133.
Topik: Television Advertisement; Parents; Peers; Product Attributes; Attitudes; Purchase Intention
Fulltext: Dies Christine, Anton Wachidin Widjaja-Bernard.pdf (9.57MB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT32.4 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

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 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.

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