Sudiyarto, Sudiyarto and Ignatia Martha, Hendrati (2011) DAYA SAING PRODUK MAKANAN LOKAL (TRADISIONAL) DIBANDING MAKANAN CEPAT SAJI (FAST FOOD) BERDASAR PERILAKU KONSUMEN REMAJA TERHADAP. In: Kajian Penelitian Aktual Bidang Ekonomi dan Bisnis dalam Rangka Meningkatkari Kinerja Organisasi, Perusahaan, Pemberdayaan Masyarakat dan Perekonomian Nasional, 2011, Sidoarjo.
Abstract
Consumers especially theyoungest trending tofollowglobal life style and modern havefreedom to choice the product when there buying, Therefore the grand problem when happened in Indonesian's marketer and also food producer are uncapability to provide it how did fulfill consumer behaviour local food that take competition from many kind of fast food This research purposely firstly to analyze factors that influence consumer within buy or consumption fast food and localfood Secondly, to analyze competitive advantage with consumers attitude-trust approach toward attribute of fast food and localfood This research are using Structural Equation Model (SEM) analisys Methods. The result are factor of social environment and individual consumers had been significantly consumers buy fastfood. Factor ofmarketing strategic from producer and also are significantly toward consumers buy fastfood, but factor ofculture and consumer psico logy are notsignificantly toward consumers buy fastfood. Otherwise, factor of culture, social environment, consumers psicology and also individual consumers had been significantly consumers buy local food, but marketing strategic not significantly toward consumers buy local food. Keyword: Competitive Advantage, Consumers Behaviour, and Food Product
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