Analisis Faktor-faktor Preferensi Pelanggan Dan Pengaruhnya Terhadap Keputusan Pembelian (Studi Terhadap Pelanggan Mcdonald's Di Indonesia Dan Malaysia)

The purpose of this study to determine factor of consumer preference for McDonalds and the effect of Purchasing Decision. There are 21 variable factors of consumer preferences used in this study as well as its influence on the purchase decision. The type of this research is explanatory research with quantitative approach. Location of the study was conducted in Indonesia and Malaysia. The sampling technique of this study used formula from Machin and Campbell (1987:89). The sample in this study 116 consumer respondents McDonald's. The sampling technique used purposive sampling and methods of data collection using the questionnaire. Data analysis techniques in this study is a test instrument (validity and reliability), factor analysis and multiple linear regression analysis