Abstract:
The domination of foreign restaurant in Indonesia is undeniable, where the majority
of the Indonesian market share is owned by the foreign restaurant. The Indonesian
also tend to purchase in foreign restaurant, instead of the locals, which further
makes Indonesia addicted to consume and use product from the producer’s country.
This study is to analyze what factors that stimulate consumer preferences in
choosing foreign restaurant by using service quality and taste, value and ambiance,
context, cleanliness, facilities and hygienics, customisation and experience. This
study employed the non-probability sampling method, where printed questionnaires
were filled by 80 respondents, who were married employees who have toddlers that
work in Cikarang Area specifically in Jababeka Industrial Estate and Lippo
Cikarang Industrial Estate. By using the factor analysis, it is found that the Good
Quality of Service and Staff Hygiene become the most dominant factors that
stimulate the preferences among the respondents observed.
