PERUBAHAN PERILAKU KONSUMEN RESTORAN SIAP SAJI DI KABUPATEN JEMBER

Abstract

The purpose of this study was to determine consumer response to the elements of brand equity in the fast food restaurant is California Fried Chicken, Kentucky Fried Chicken and Pizza Hut in Jember. The urgency of this research is the creation of a picture of consumer behavior patterns caused by globalization on society as a regional Jember plantation Methodology. The study was conducted by using primary data and questionnaire as a data collection tool.