| Summary: | This study aims to study the demographic characteristics (age, gender, level of education)
and psychographic (medicine consciousness, environmental concern, food safety concern)
that significantly affect the interests of consumers buying organic rice Kentucky Fried
Chicken (KFC) as well as consumer motivations in making a purchase organic rice
products Kentucky Fried Chicken (KFC).
The research was conducted at the outlet Kentucky Fried Chicken (KFC) in Yogyakarta
with a surveying method that is distributing the questionnaire directly to the respondent at
the time of purchase of organic rice products KFC. Respondents totaled 150
people.Sampling method used in this study is nonprobability sampling with purposive
sampling technique.
The results using multiple linear analysis states that the variables that significantly affect
the interest in purchasing organic rice KFC is the level of education, health consciousness,
environmental concern, and a food safety concern. The higher the education level, health
consciousness, environmental concern, and food safety concern, the higher interest of
consumer purchases of organic rice KFC. Consumer motivation in choosing organic rice
from the research results showed that the majority of consumers who choose organic rice
KFC will be based on consideration of health and organic nutrients for themselves
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