Relationship between consumer’s characteristics and consumer’s 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. Keyword: Attitude, price, quality, servic