Effect of Perceived Values on the Brand Preference and Purchase Intention Case in: McDonald’s Padang

RIRIN, DWIYANTI (2014) Effect of Perceived Values on the Brand Preference and Purchase Intention Case in: McDonald’s Padang. Diploma thesis, UNIVERSITAS ANDALAS.

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Abstract

Talking about the competition of the fastfood company, KFC establish in 1978 known as the oldest fast food company in Indonesia. This is make KFC have a time to build their brand and expand their market in Indonesia. After that CFC in 1983, and Texas Chicken in 1984. Year by year those company growing and having their customer eventhough they offer the same product. In 1991 McDonalds coming as the new company were bring a different product. People in Padang have big intention to consume the product from fast food , according to them, consuming the fast food will help them to spend a short times to breakfast, dinner or just for hang out with their friends, rather than waiting for ordering the food in restaurant were will take much time. The fast food industry focuses heavily on rapid consumer turnover, speed of service, take-out sales, and less expensive price compare to table service restaurant meals. Most of customer come from child, teenager, and adult. Perceived value on brand preference and purchase intention have effect in choosing the product, customer may have many consideration and many comparison to buy the product. Based on previous table, we could see that McDonalds as one of the company that selling the burger as their main product. McDonald’s in Indonesia established at the first time by Bambang Rachmadi , located at Sarinah, Jakarta in February 20th 1991. After he made the franchise agreement with McDonald’s, the business became very succesful and achieved the highest gross monthly income at that time. This restaurant growing year by year, and now McDonald became new comer in Padang since April 2012. In several month this company can attarct many customer to buy their product. This company offer the product with relative price, good service and will attarct the people to buy their product. The customer need convenience place to spend their time with their friend, clien, or their family.

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