ANALYTICAL HIERARCHY PROCESS (AHP) APPROACH ON CONSUMER PREFERENCE IN FRANCHISE FAST FOOD RESTAURANT SELECTION IN MANADO CITY (Study at: McDonald’s, KFC, and A&W)

Abstract

Franchise fast food restaurant has become one of the preferred restaurants in Manado City. There have been many outlets franchise fast food restaurant which opened its business in Manado City. The purpose of this research is to analyze the most preferred franchise fast food restaurant by consumer and to analyze the criteria that influence consumer in selecting franchise fast food restaurant. Researcher used Analytical Hierarchy Process (AHP) to compare each franchise fast food restaurant as the alternative. Population and sample in this research are people in Manado who have eaten and have experienced the service in McDonald’s, KFC, and A&W. The sample this research consist of 50 respondents. The sample technique is purposive sampling. The result shows that McDonald’s is the most preferred franchise fast food restaurant by the consumer, followed by KFC, and A&W. The result also shows that the criteria with the highest influence on consumer in selecting franchise fast food restaurant is price. Researcher suggests that every franchise fast food restaurant in Manado City to focus on their price strategy in order to attract more consumers.

Keywords: analytical hierarchy process, consumer preference, franchise fast food