Relationship Between Consumer's Characteristics and Consumer's Attitude, and Its Effects on Price, Quality and Service of Kentucky Fried Chicken in YOGYAKARTA

. This research was aimed to analyze the relationship between consumer's characteristics which was including sex/gender, education, job status and variety of products towards consumer's attitude on price, quality and service. A total of 436 respondents were selected by systematic random sampling method. The data were gathered using a questionnaire that has been tested in its validity and reliability. The data were statistically analyzed using the Chi-Square, Phi and Cramer's V. The result showed majority had a positive towards price, quality and service. Variable of gender, education, job status and variety of products had a relationship with consumer's attitude towards price, quality and service. Gender, education, job status and variety product had a relationship with consumer's attitude towards price, quality and service with the strength of relationship were very low