The Determinans of Demand for Japanese food in Purwokerto City

This study entitled Factors that influence the demand for Japanese food in Purwokerto. Restaurant is one business that is quite promising to develop. In Banyumas district, from 2012-2016 the number of restaurants continues to increase, the number of culinary businesses in Banyumas is in the of Purwokerto city. Based on the results of a survey conducted by researchers, the culinary business actors that are developing in the city of Purwokerto are Japanese food businesses, Japanese food is an international food that is in great demand by people in the of Purwokerto city. This research is included in quantitative research with primary data. Primary data sources are obtained directly through surveys. Primary data in the form of surveys are also supported by secondary data and primary data obtained at one time on a research object. Sampling using random sampling, the analysis method used is multiple linear regression. The results showed that the price of Japanese food has a negative and not significant effect on the demand for Japanese food in the city of Purwokerto, income has a significant and negative effect on the demand for Japanese food in the of Purwokerto city. Korean food (Price of substituted goods) has not significant and negative effect on Japanese food demand in Purwokerto City and beverage prices (Complementary Price) have a significant and negative effect on Japanese food demand in Purwokerto City. The average preference of Japanese food consumers in Purwokerto City always buys Japanese food because it tastes good compared to other food restaurants. Japanese food price variables, income and drink prices have a significant effect while Korean food prices have no effect on Japanese food. The public's reasons for the demand for Japanese food have reasons due to the good taste of 75.65%, the place and facilities of 7.82%, curiosity of 2.60%, 10.43%, discount of 0.86%, price of 1.7% and others 0.89% Keyword: Japanese food prices, income, Korean food prices and drink price