FITRIANI, Nur (2019) Analysis Factors Affecting of Warteg Food Demand in Bekasi City. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

High demand of warteg food is highly developed and is one of thebusinesses with high demand in Bekasi City. Warteg is one part of the MSMEsector of the food industry and fast food restaurants that are characterized byfast service at affordable prices. This research needs to be done because itlooks at the behavior of consumers in Bekasi City with high purchasing power at the level of food consumption of warteg food every visit. The purpose of this study is to discuss the price of goods, income, pricesof other goods, distance and consumer demand for food warteg and look forinformation about the independent variable on the dependent variable.Furthermore, the purpose of this study is to analyze the factors that influencethe demand for food warteg in Bekasi. The data used in this study are primarydata taken from 100 respondents who are then analyzed using multipleregression analysis. In this study, obtained the variable income and prices ofother goods, asking positively and significantly to consumer demand. Whilethe variable price of goods and distance do not have an interest in consumerdemand. The implication of the above conclusion is to add transaction activities tothe increasing demand for food warteg. To maximize transaction activitiesaimed at all levels of society, it is necessary to pay attention to existing marketcompetition and read consumer improvement strategies to increase theconsumption of warteg food. The seller must also pay attention to the pricelevel in accordance with the benefits obtained, increase customer loyalty and customer satisfaction competitive advantage can compete in meeting buyers.For consumers to prefer buyers with low prices and compare prices of wartegfood with prices on other foods is expected to improve self-control with theaim to add other aspects such as hygiene and health level because food needsare in line with primary needs. In order to continue to push the lawyers ofMSME of warteg to always compete and keep watching the competition thatoccurs in the current globalization of modern trade.

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