CONSUMER PREFERENCES IN CHOOSING FOREIGN RESTAURANT: STUDY IN JABABEKA INDUSTRIAL ESTATE AND LIPPO CIKARANG INDUSTRIAL ESTATE

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.