The Influence of Price, Brand Image, and Product Attribute to Consumer Attitude of Fast Food Restaurant in Jakarta

Abstract

This study aims to determine how the Price, Brand Image, and Product Attribute variables influence on Consumer Attitudes in choosing Fast food Restaurants. This study used questionnaires distributed to 100 sample respondents. The sampling technique used in the survey is nonprobability sampling with incidental sampling type. The analytical method applied in this study is Multiple Linear Regression Analysis using SPSS software version 22. The result showed significance F value of 0.000 < α = 0.05. The value means that the Price variable (X1), Brand Image variable (X2), and Product Attributes variable (X3) (including the product attribute—halal—sold in this Fast food Restaurant) all together have a significant effect on Consumer Attitude (Y). The result of R2 (coefficient of determination) equals to 0.482, means independent variables, which are Price (X1), Brand Image (X2), and Product Attribute (X3) 48.2% influence Consumer Attitude variable. Other 51.8% variables that are not discussed in this study influence Consumer Attitudes variable. Of the three independent variables, Product Attribute Variables have the most dominant influence on Consumer Attitude variables. The dominant influence can be seen based on the value of the largest t count of 4.592.