Abstract:
The objective of this research is to analyze the personal factor in characteristics of consumer behavior that affecting people in purchase and consume KFC. This research case study is in KFC outlet in Lippo Cikarang Mall. This research shows that consuming fast food or as known as junk food has risk of health disease. There are five variables or factors in this research to be analyzed, and the dominant factors are perosnalitirs (X5) and the weakest is Lifestyle (X4). This research using quantitative research method and its conducted based on consumer behavior theory, focusing on personal factor in consumer behavior characteristics and purchase decision. The data were obtained by doing observation and distributing questioner to 93 respondents. For processing the data from questionnaire, the researcher using SPSS (Statistic Product and Service Solution) software version 16.0 with several test; validity test, reliability
test, F test, T test, multiple regression analysis. From the SPSS program multiple regression result, X5 or personalities and self concept is the dominant factor influencing purchase decision and X4 is non dominant or has no influence toward purchase decision. The coefficient determinant (R Square) on this test is 62.6% means that independent variables can describe dependent variable about 62.6%. F-Test in this research show that independent variables simultaneously give influence to dependent variable with significance level 0,00 and F value 29,2. For T-test result, shows that independent variables or factor X1 (0.33), X2 (0.23), X3 (0.002), X5 (0.000) has influence partially because of the significance value below 0.05. For X4 (0.299) with the significance value above than 0.05, means X4 has not significance influence toward purchase decision and for dominant factor in this research that affecting dependent variable Y is X5 (Personality and Self-concept factor).
