Selera Penduduk Kota Terhadap Fast Food (Studi Kasus Konsumen 7sevenchicken Malang, Indonesia)

Main Article Content

M. Zul Mazwan
Musta’in Islami Imran
Gumoyo Mumpuni


The current era of information technology and globalization brings many changes in people's lives, including changes in life style, especially in consumption patternsso that the concept of serving food instantly emerged, that is practical and efficient in time, taste and affordable prices, namely fast food. The aims of this study are (1) knowing the characteristics of fast-food consumers in Malang, (2) knowing the main factors that are considered the most important by consumers in consuming fast food in Malang, (3) knowing consumer preferences for fast food in Malang. The sampling technique used a combination of accidental sampling and purposive sampling methods to obtain 100 respondents. The analytical method used descriptive analysis and conjoint analysis. Consumers who consume fast food dominated by male gender and the majority are students, they are in the age range of 20 to 24 years old and come from the East Java region. Most consumers have an allowance of Rp1.000.000 to Rp1.500.000 per month. Based on the conjoint analysis, it is known that the main factors that are considered the most important by consumers in making a purchase are the product factor, packaging, facilities and price factor. Consumer preferences choose prices ranging from Rp20.000 to Rp30.000. Regarding to the packaging variable, consumers prefer large packages. The facility which is preferred by consumers is co-working space facility and the product that is most favored by consumers is processed chicken products.


Download data is not yet available.

Article Details

How to Cite
MazwanM. Z., ImranM. I., & Mumpuni G. (2022). Selera Penduduk Kota Terhadap Fast Food (Studi Kasus Konsumen 7sevenchicken Malang, Indonesia). Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness), 10(2), 289-298.
Author Biography

M. Zul Mazwan, Program Studi Agribisnis, Fakultas Pertanian Peternakan, Universitas Muhammadiyah Malang

Jl. Raya Tlogomas No. 246 Malang, Jawa Timur, Indonesia


Aisyah, S., & Hiola, S. K. Y. (2017). Analisis Preferensi Konsumen Terhadap Produk Olahan Ayam di Kota Makasar. Jurnal Galung Tropika, 6(3): 174–184.

Alsabieh, M., Alqahtani, M., Altamimi, A., Albasha, A., Alsulaiman, A., Alkhamshi, A., Habib, S. S., & Bashir, S. (2019). Fast food consumption and its associations with heart rate, blood pressure, cognitive function and quality of life. Pilot study. Heliyon, 5(5): e01566.

Aulia, S., Geubrina, B., Makmur, T., & Hamid, A. (2018). Perilaku Konsumsi Fast Food Mahasiswa Fakultas Pertanian Universitas Syiah Kuala Kota Banda Aceh. Jurnal Ilmiah Mahasiswa Pertanian Unsyiah, 3(1): 130–139.

Bell, W., Coates, J., Fanzo, J., Wilson, N. L. W., & Masters, W. A. (2021). Beyond price and income: Preferences and food values in peri-urban Viet Nam. Appetite, 166: 105439.

Erinda, A., Kumadji, S., & Sunarti. (2016). Analisis Faktor-Faktor Preferensi Pelanggan dan Pengaruhnya Terhadap Keputusan Pembellian (Studi Terhadap Pelanggan McDonald’s di Indonesia dan Malaysia). Jurnal Administrasi Bisnis (JAB), 30(1): 87–95.

Fernando, A. D., & Mayliza, R. 2016. Pengaruh Persepsi dan Preferensi Konsumen Terhadap Keputusan Pembelian Makanan Siap Saji Fried Chicken pada D’Besto di Kota Padang Cabang Siteba. 1–10.

Ghanimata, F. 2012. Analisis Pengaruh Harga, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian [skripsi]. Jawa Tengah: Universitas Diponergoro.

Guell, C., Brown, C. R., Iese, V., Navunicagi, O., Wairiu, M., & Unwin, N. 2021. “We used to get food from the garden.” Understanding changing practices of local food production and consumption in small island states. Social Science and Medicine, 284 (October 2020).

Hanum, T. S. L., Dewi, A. P., & Erwin. (2015). Hubungan antara pengetahuan dan kebiasaan mengkonsumsi fast food dengan status gizi pada remaja. Jurnal Online Mahasiswa, 2(1), 750–758.

Hidaka, B. H., Hester, C. M., Bridges, K. M., Daley, C. M., & Greiner, K. A. 2018. Fast food consumption is associated with higher education in women, but not men, among older adults in urban safety-net clinics: A cross-sectional survey. Preventive Medicine Reports, 12(May), 148–151.

Ikmanila, R., Mukson, & Setiawan, H. (2018). Analisis Preferensi Konsumen Rumah Tangga terhadap Teh Celup di Kota Semarang. Optimum, 8(1): 1–14.

Islam, N., & Ullah, G. M. S. (2010). Factors Affecting Consumers Preferences on Fast Food Items in Bangladesh. Journal of Applied Business Research (JABR), 26(4).

Jacob, L., Stubbs, B., Firth, J., Smith, L., Haro, J. M., & Koyanagi, A. (2020). Fast food consumption and suicide attempts among adolescents aged 12–15 years from 32 countries. Journal of Affective Disorders, 266: 63–70.

Khan, A., Dix, C., Burton, N. W., Khan, S. R., & Uddin, R. 2021. Association of carbonated soft drink and fast food intake with stress-related sleep disturbance among adolescents: A global perspective from 64 countries. EClinicalMedicine, 31, 100681.

Lesti, H. S. dab H. (2017). Analisis Selera Masyarakat Terhadap Restoran Cepat Saji di Kota Bogor. 3(1), 16–28.

Macdonald, L., Olsen, J. R., Shortt, N. K., & Ellaway, A. (2018). Do ‘environmental bads’ such as alcohol, fast food, tobacco, and gambling outlets cluster and co-locate in more deprived areas in Glasgow City, Scotland? Health and Place, 51(March), 224–231.

Nondzor, H. E., & Tawiah, Y. S. (2015). Consumer Perception and Prefernce of Fast Food: A Study of Tertiary Students in Ghana. Science Journal of Business and Management, 3(1): 43.

Otterbach, S., Oskorouchi, H. R., Rogan, M., & Qaim, M. (2021). Using Google data to measure the role of Big Food and fast food in South Africa’s obesity epidemic. World Development, 140, 105368.

Permadi. (2016). Analisis Preferensi Konsumen Terhadap Produk Terasi Udang. Jurnal Social Economic of Agriculture, 5(1): 49.

Puspitasari, N. B., & Hasya, A. 2014. Analisis Preferensi Konsumen Terhadap Produk CocaCola, Pepsi, dan Big Cola di Kota Semarang dengan Analisis Konjoin. Seminar Nasional IENACO 2014, 474–483.

Prabhavathi, Y., Kishore., & Kumar, M. (2014). Consumer Preference and Spending Pattern in Indian Fast Food industry. International Journal of Scientific and Research Publications, 4(2): 5.

Riyono, & Budiharja, G. E. (2013). Pengaruh Kualitas Produk, Harga, Promosi dan Brand Image Terhadap Keputusan Pembelian Produk Aquad di Kota Pati. Journal of Chemical Information and Modeling, 53(9): 1689–1699.

Sri, H., & Lesti, H. (2017). Analisis Preferensi Masyarakat Terhadap Restoran Cepat Saji di Kota Bogor. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 3(1): 16–28.

Srijani, N. (2017). Pengaruh Fasilitas Terhadap Kepuasan Pelanggan di Aston Madiun Hotel & Conference Center. Jurnal Penelitian Ilmu Ekonomi, 7: 31–38.

Sumaedi, S., & Yarmen, M. (2015). Measuring Perceived Service Quality of Fast Food Restaurant in Islamic Country: A Conceptual Framework. Procedia Food Science, 3: 119–131.

Van Draanen, J., Prelip, M., & Upchurch, D. M. (2018). Consumption of fast food, sugar-sweetened beverages, artificially-sweetened beverages and allostatic load among young adults. Preventive Medicine Reports, 10: 212–217.

Wever, M. C. M., van Meer, F., Charbonnier, L., Crabtree, D. R., Buosi, W., Giannopoulou, A., Androutsos, O., Johnstone, A. M., Manios, Y., Meek, C. L., Holst, J. J., & Smeets, P. A. M. (2021). Associations between ghrelin and leptin and neural food cue reactivity in a fasted and sated state. NeuroImage, 240: 118374.