ANALYTICAL HIERARCHY PROCESS OF CONSUMER PREFERENCE ON JAPANESE FOOD RESTAURANTS IN MANADO TOWN SQUARE (CASE STUDIES ON ICHIBAN SUSHI, MARUGAME UDON AND TORICO)

Abstract

There have been Japanese food restaurant which opened its business in Manado City specially in Manado Town Square. This study aim to analyze the most preferred Japanese food restaurant by consumer and to analyze the criteria that influence consumer in selecting Japanese food restaurant. Researcher used Analytical Hierarchy Process (AHP) to compare each Japanese food restaurants in Manado Town Square. Population and sample in this research are people in Manado who have eaten and have experienced the service in Ichiban Sushi, Marugame Udon, and Torico. 80 consumers has surveyed as respondents. The result shows that Ichiban Suhsi is the most preferred Japanese food restaurant by the consumers, followed by Marugame Udon, and Torico. Further, the criteria with the highest influence on consumer in selecting Japanese food restaurant is price. The findings suggests every restaurant in Manado Town Square to focus on their price strategy in order to attract more consumers.