ANALYTICAL HIERARCHY PROCESS APPROACH ON CONSUMER PURCHASE INTENTION IN CHOOSE A RESTAURANT IN MANADO CITY. CASE STUDY: CITY EXTRA, WAHAHA, WISATA BAHARI

Abstract

Restaurant is a public place, provide food and beverage on a commercial basis. In Manado, there are three big restaurant which are famous nowadays, City Extra, Wahaha, and Wisata Bahari. Not only as the place for a usual dinner, the three restaurants also being a place of a birthday party, meeting, or even family dinner and it fulfil the Manadonese habit that like to have a family gathering. This research aims to know which criteria is most important for customer in selecting a restaurant in Manado and restaurant is the most preferable for the customer. This research used analytical hierarchy process with the sample is 30 respondents that were obtained from citizen in Manado. The result from this research shown that accessibility is the most important criteria for the consumer to choose a restaurant. The consumer wants a restaurant that have a reachable place. Wahaha is the most preferable restaurant. City Extra and Wisata Bahari as the competitors of Wahaha, have to improve their performance, adding more promotions and make some different thing which is unique or something that the competitors does not have.

Keywords: consumer purchase intention, analytical hierarchy process, restaurant