VARIAN ITEM PAKET CHAKI BIRTHDAY PARTY TERHADAP PERILAKU PEMBELIAN PAKET ULANG TAHUN ANAK DI RESTORAN CEPAT SAJI KFC JEMBER

  • Febrina Gerhani IKIP PGRI Jember

Abstract

Marketing activities are required to always be creative and innovative in competing to get interest from buyers. This study aims to determine the relationship between variants of the Chaki Birthday Party KFC Jember item on the behavior of purchasing children's birthday packages at KFC Jember fast food restaurants. The number of sample is 132 people with parents as the sample who filled in the questionnaire as a representative of the behavior shown by children towards the item variants of Chaki Birthday Party KFC Jember package. The research instrument was in the form of a questionnaire to determine the assessment of item variants of Chaki Birthday Party package and children's buying behavior. Simple statistical procedures were conducted in the form of percentage calculation and data descriptions to analyze data. The results of this study indicated that the most children behavior in determine buying activity were included in habitual buying behavior of 69.28%. In relation to the item variants offered and promoted by KFC Jember, 70.37% students showed interest and enthusiasm for the Chaki Birthday Party package item. Therefore, the interest and enthusiasm for Chaki Birthday Party package item variants encourages the buying behavior caused by habit due to the comfort and loyalty of children as consumers or potential consumers of the Chaki Birthday Party package.

Keywords: item variants, Chaki birthday party KFC package, children buying behavior, selling strategy

gi      penjualan

References

Assael, H. 2004 Consumer behavior: a strategic approach. Pennsylvania: Pennsylvania State University.

Beder, S. 1998.Marketing to children. 'A Community View', Caring for Children in the Media Age, Papers from a national conference, edited by John Squires and Tracy Newlands, New College Institute for Values Research, Sydney, 101-111, dari https://www.uow.edu.au/~sharonb/children.html

Cannon, J. P., Perreault, W. D., dan McCarthy, E. J. 2008. Pemasaran dasar (Ed.16). Jakarta: Salemba Empat.

Churchill, G. A. 2005. Dasar-dasar riset pemasaran (Ed 4). Jakarta: Erlangga

Haryadi, A. 2005. Kiat membuat promosi penjualan secara efektif dan terencana. Jakarta: PT Elex Media Komputindo.

Hill, H. and Tilley, J. 2002, Packaging of children’s breakfast cereal.British Food Journal.104 ( 9), 766-77.

Hutchinson, J.W, Lu, J & Weingarten, E. (n.d).Visual attention in consumer settings. Diakses 10 Juni 2017 dari https://faculty.wharton.upenn.edu/wp-
content/uploads/2016/06/Visual_Attention_in_Consumer_Settings_IHCP_150814.pdf

KFC Indonesia. (n.d). Kids party, diakses pada 10 Maret 2017 dari www.kfcku.com

KFC Indonesia. (n.d). Kegiatan usaha perusahaan, diakses pada 15 Maret 2017 dari http://www.kfcindonesia.com/kegiatan-usaha-perusahaan

Melati, I. 2012. Pengaruh display produk pada keputusan pembelian konsumen. Binus Business Review. 3 (2), 875-881.

Mulia, E. 2015. Power sales: Rahasia sukses memimpin tim penjualan. Jakarta: PT Elex Media Komputindo.

Natadjaja, L, Dewi.F, R dan Setyawan, D. 2010. Studi pengaruh visual merchandise untuk anak terhadap perilaku pembelian paket HappyMeal di restoran McDonald’s Surabaya.Jurnal Desain Komunikasi Visual Nirmana, 11 (1), 41-59, doi:https://doi.org/10.9744/nirmana.11.1.pp. 41-59

Rangkuti, F. 2009. Mengukur efektivitas program promosi dan analisis kasus menggunakan SPSS. Jakarta: PT Gramedia Pustaka Utama.

Rangkuti, F. 2009. Strategi promosi yang kreatif dan analisis kasus integrated marketing communication. Jakarta: PT Gramedia Pustaka Utama.

Ratnasari, A, Hamdan.Y dan Julia, A. 201).Promosi penjualan produk melalui instagram.Jurnal Komunikasi, 2 (2), 101-107. Diakses 8 Maret 2017 dari https://www.interstudi.edu/journal/index.php/InterKomunika/article/view/8/pdf

Setiadi, N. J. 2015. Perilaku konsumen. Jakarta: Kencana Prenada Media Group.

Simamora, B. 2008. Panduan riset perilaku konsumen. Jakarta: PT Gramedia Pustaka Utama.

Sugiyono.2006. Metode penelitian bisnis. Bandung: CV Alvabeta

Suharyadi, Nugroho, A, S.K, Purwanto dan Faturohman, M. 2007. Kewirausahaan. Jakarta: Salemba Empat.
Published
2018-11-30
How to Cite
Gerhani, F. (2018). VARIAN ITEM PAKET CHAKI BIRTHDAY PARTY TERHADAP PERILAKU PEMBELIAN PAKET ULANG TAHUN ANAK DI RESTORAN CEPAT SAJI KFC JEMBER. Journal of Economic, Bussines and Accounting (COSTING), 2(1), 14-27. https://doi.org/https://doi.org/10.31539/costing.v2i1.324