BRAND IMAGE RESTORAN CEPAT SAJI BAGI KALANGAN REMAJA DI KOTA PADANG

Abstract

This research is motivated young people in the city of Padang who
generally prefer food in fast food restaurants that have differences in the
popularity of several types of fast food restaurants. Teens tend to prefer fast food
restaurants although had to queue to order food and expensive prices. This study
was to describe the brand image of fast food restaurants for teenagers in the city
of Padang. This research is descriptive quantitative. The population in this study
were young in Padang amounted to 37 591. The sample in this study amounted to
99 respondents. The sampling technique acquired through non-probability
sampling method with purposive sampling. Deploy data collection techniques
based on Likert Scale questionnaire. Data analysis covers: validity and reliability.
Overall brand image of fast food restaurants in the average score of 140.71 in the
range of 125 - <148 with image indicators is well. Be based category average of
59.54 manufacturers currently on the score 53 - <63 in both categories, the
indicator average consumer image 47.84 in the range be at the score> 50 with
very good category, the indicator image of the product at an average of 33.34 was
the score 31 - <37 with both categories.
Keywords: Brand Image, restaurant, Teens