The impact of marketing mix concept towards consumer behavior of fast food restaurant: UMK Students

Fast food is a worldwide phenomenon which is having expanded globally in recent years. The fast food restaurant is a highly competitive business due to high demand by the fast food consumer nowadays. Fast food outlets also have become popular with consumers for several reasons. In order to be successful, the owner of fast food restaurant should deliver food to consumers at a very low cost and shows the right image as well as to fulfil the consumer wants and needs. The purpose of this study is to examine what is the impact of marketing mix concept towards consumer behavior of fast food restaurant through UMK students. The independent variables are product, price, promotion and place. The data on this research are examined based on the design questionnaires which were given to 200 respondents in UMK using simple random. The hypotheses testing were done by using correlation coefficient. Results indicate that product, price, promotion and place were not significant and not contributed towards consumer behavior to influence fast food. These findings can serve as a guideline for the owners of the fast food restaurant to enhance and find some another factor that could influence their business and for the new beginners who want to start the fast food business.