Important Factors Influencing Consumers Planned Purchase Behavior of SMEs Foodservices Business: Case Study Taichan’s Satay

Abstract

Taichan's satay is a type of food business (restaurant or street food) selling grilled chicken as the city's mainstay product. This study aims to identify the important factors influencing the purchasing process and identify the factors influencing the planned purchasing behavior of customers of Taichan's satay in the city of Bogor. The non-probability sampling method with accidental sampling technique was carried out for this study. The results showed that purchasing behavior among Taichan's satay consumers in Bogor City is significantly influenced by product-price-personal quality and prestige.