Influence of Promotional Mix and Price on Customer Buying Decision toward Fast Food sector: A survey on University Students in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi)Indonesia

Abstract

This research investigates the influence of promotional mix and price on consumer buying decision towards fast food. A survey of university student in Jabodetabek. Descriptive researched was used to 300 correspondents as the consumer of fast food products. Data were collected through online questionnaire. The result of questioner then will be analyzed by SPSS statistics, which are factor analysis, reliability test, and regression analysis. It is found that the promotional mix and price has significant influence towards consumer buying decision in fast food industry. Index term-Promotional mix, price, consumer buying decision, fast food sector