ANALISIS PENGAMBILAN KEPUTUSAN KONSUMEN DI RUMAH MAKAN AYAM BAKAR RENCONG KECAMATAN BALEENDAH KABUPATEN BANDUNG

Abstract

This study aims to analyze consumer characteristics and the influence of demographic factors and marketing mix on the decision to purchase grilled chicken at Rumah Makan Ayam Bakar Rencong Baleendah. The research was conducted in February–March 2025 using accidental sampling on 40 respondents through observation, interviews, documentation, and questionnaires, then analyzed using multiple linear regression with the help of IBM SPSS Statistics 25. The results of the study indicate that the dominant consumer characteristics are consumers aged 31–40 years, with a final education level of D3, working as private employees, earning Rp3,100,000–Rp4,000,000 per month, and having 4–5 family members.The validity and reliability tests show that all research variables are valid and reliable. Partially, the variables of age, occupation, price, and product quality have a significant effect on consumer decisions, while education level, income level, number of family members, promotions, and service do not have a significant effect. Simultaneously, all independent variables have a significant effect on consumer decisions with an Fcount value of 94.992 greater than Ftable 2.282. The Adjusted R Square value of 0.956 indicates that 95.6% of the variation in consumer decisions can be explained by the variables studied, while 4.4% is influenced by factors outside the research model. The results of this study are expected to serve as a basis for managerial decision-making in improving the competitiveness of restaurants.