FACTORS CONTRIBUTING FOOD CHOICE BETWEEN LOCAL AND FOREIGN RESTAURANT IN JAKARTA

Abstract

This research was done to determine the factors that influence food choice in Jakarta. Food choice is between local restaurant and foreign restaurant. The problem of this research is the number of foreign restaurant increases every year. Even if the number of local restaurant is much bigger than the foreign restaurant, the sales turnover of foreign restaurant is much bigger than the local restaurant. The objective of this research is to find out what factors that affect people in choosing their food. The data of this research was generated by distributing questionnaires to the population of people who are in age 17 – 25. The data is analyzed quantitatively using the validity test, reliability test and factor analyze. The data passed reliability test, validity test and factor analyze. The factor analyze consists of Correlation Matrix, Anti-Image Matrices, Factoring and Rotating. The analysis shown that all four variable has positive impacts on food choice. All four variables are “food quality”, “food quantity”, “food safety”, and “culturally acceptable”. There are three new factors formed as the result of this research which are “healthy”, “clean”, and “famous”.