ANALISIS KEPUTUSAN PEMBELIAN PRODUK RESTORAN CEPAT SAJI DI KFC RAWAMANGUN ARION PLAZA

LITYA ANZELMA. 2015. 8223128293. Analysis Of Product Purchasing Decision Fast Food Restaurant KFC Rawamangun Arion Plaza. Study Program, Diploma in Marketing Management. Department of Management. Faculty of Economics. State University of Jakarta. This paper aims to investigate the characteristics of consumers and analyzing the consumer’s purchasing decisions made in KFC Rawamangun Arion Plaza. The method that used in this research is descriptive analysis. By using data gathered through literature and questionnaires with spreading of 100 respondents then the results of that questionnaire is being recapitulated. Analytical results from 100 respondents it can be seen that most respondents in KFC Rawamangun Arion Plaza are mostly women by 73 percent, with the coming of age ranged from 14-18 years by 40 percent, with the latest education mostly SD-SMP by 43 percent, with most of the profession are as a student-college students by 55 percent. The process of purchase decision KFC Rawamangun Arion Plaza through five stages, that is the introduction of the needs, information search, alternatives evaluation, and purchase decision