Pengaruh Etnosentrisme Terhadap Niat Beli Makanan Fastfood Kentucky Fried Chicken

The purpose of this study is in addition to identifying ethnocentrism and the intention to buy Kentucky Fried Chicken (KFC) fast food at students of the Faculty of Economics Riau Islamic University Pekanbaru can also find out and analyze the effect of ethnocentrism on the intention to buy Kentucky Fried Chicken (KFC) fast food for students Faculty of Economics Riau Islamic University Pekanbaru. The population in this study were all students of Class 2016 Faculty of Economics Riau Islamic University Pekanbaru, totaling 1046 peoples. The author took a sample of only a portion of the population namely 1,046 and only 10% was taken namely as many as 105 peoples. The data analysis used is simple linear regression method. The results of this study indicate that ethnocentrism has a positive and significant effect on the purchase intention of local fried chicken among students of the Faculty of Economics Riau Islamic University. The value of R Square is 87% while the rest is 13% and influenced by other variables not examined in this study such as price factors, product quality factors, promotions and so on