COMBINATION OF ATTRIBUTES THAT CONSUMER TAKE INTO CONSIDERATION OF CHOOSING FOOD MENU AT TAKENTWOMEXICO SURABAYA

Abstract

This study is aiming to understand the combination of attributes the consumers consider when they purchase Burrito at TakenTwoMexico, Surabaya. The aspects of this research are based on consumer’s preferences for food meu attributes at TakenTwoMexico, Surabaya. This research is conducted by a quantitative method, where the data was collected by conducting an initial survey and distributing questionnaires. The questionnaires were distributed to previous consumers who have taste tasted Mexican food. In total, 97 respondents acquired as the sample group. To analyze the data, the study uses conjoint analysis, namely multivariate analysis that are determined by product selection. Multivariate analysis is used to meet the needs and desires of consumers. From the result of this study, the researcher was able to find a combination of food menu attributes that are highly preferred by consumers in TakenTwoMexico Surabaya. All attributes are determined accordingly, and the attributes includes meat, size, and taste. Based on the initial survey, there are three dominant attributes, which are meat, size, and taste. The attributes that have the highest utility are tuna meat, large size, and barbecue flavor.