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

Abstract. 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. Key word: Attitude, price, quality, service Abstrak. Tujuan penelitian adalah menganalisis hubungan antara karakteristik konsumen yaitu jenis kelamin, pendidikan, status pekerjaan dan keberagaman produk terhadap sikap konsumen pada harga, kualitas dan pelayanan. Sejumlah 436 responden dipilih dengan metode pengambilan sampel secara acak sistematik. Data diambil menggunakan kuesioner yang sudah diuji validitas dan reliabilitasnya selanjutnya dianalisis menggunakan uji Chi-Square, dan dilanjutkan dengan Phi dan Cramer’s V bila berpengaruh nyata. Hasil penelitian menunjukkan bahwa mayoritas dari responden memiliki sikap positif pada harga, kualitas produk, dan pelayanan. Jenis kelamin, pendidikan, status pekerjaan dan keberagaman produk memiliki hubungan yang nyata dengan sikap konsumen pada harga, kualitas produk, dan pelayanan. Variabel jenis kelamin, pendidikan, status pekerjaan dan keberagaman produk memiliki hubungan dengan kekuatan hubungan yang sangat lemah. Kata kunci: Sikap, harga, kualitas, pelayana